Marketing Research Kit For Dummies (eBook)

Michael Hyman, Jeremy Sierra (Autoren)

eBook Download: PDF

2010 | 1. Auflage
416 Seiten
John Wiley & Sons (Verlag)
9780470632543 (ISBN)

Infos

The tools you need to identify, obtain, record, and analyze
data

Sure, access to data is faster and easier to obtain than ever
before, but how do you cut through the clutter of information to
find what's most useful and organize it to suit your purposes?
Marketing Research Kit For Dummies supplies a brimming box
of tools that help you mine mountains of data, find the sources you
need, and focus your marketing plan.

Whether you're an entrepreneur, a small business owner, or a
marketer in a large organization, this powerful resource and
companion CD provide you with hands-on tools you need to identify,
obtain, record, and analyze secondary, data-electronic and
print-for developing or revising a marketing plan, launching a new
product or service, or implementing long-term strategic planning.
It also offers clear, in-depth instructions and customizable forms
for conducting your own primary research.

* Includes complete instructions for writing a research plan,
conducting depth interviews, and focus groups

* Fully explains the process of sampling, analyzing data, and
reporting results

* Features tips on developing questionnaires for face-to-face,
Internet, and postal surveys

* Helps you keep an eye on your competition and analyze their
results

When money is tight and everything is on the line, you need to
make sure you've done your homework. You need Marketing
Research Kit For Dummies.

Note: CD-ROM/DVD and other supplementary materials are
not included as part of eBook file.

Autor

Michael R. Hyman, PhD, is a Stan Fulton Chair and professor of marketing, the author of more than 100 published scholarly papers, and current member of nine journal editorial review boards. Jeremy J. Sierra, PhD, is an assistant professor of marketing with a teaching interest in sports marketing and marketing research.

Inhalt

Introduction.

Part I: Marketing Research: Learn It, Live It, Love
It.

Chapter 1: Seeing What Marketing Research Can Do for You.

Chapter 2: Following the Stages of the Marketing Research
Process.

Chapter 3: Surveying the Types of Research You May Do.

Chapter 4: Believing In Marketing Research Ethics.

Chapter 5: Working with Independent Marketing Researchers.

Part II: Surveys: A Great Way to Research.

Chapter 6: Different Types of Surveys You May Use.

Chapter 7: Recognizing Errors in Survey Research.

Chapter 8: Asking People about Their Attitudes.

Chapter 9: Writing Good Questions.

Chapter 10: Designing Good Questionnaires.

Chapter 11: Deciding on a Sample Type.

Chapter 12: Selecting a Sample Size.

Part III: More Methods to Meet Your Needs.

Chapter 13: Secondary Data: What Is It and How Do You Use
It?

Chapter 14: Using In-Depth Interviews and Focus Groups.

Chapter 15: Projective Techniques and Observational Methods.

Chapter 16: Conducting Experiments and Test Marketing.

Part IV: Collecting, Analyzing, and Reporting Your
Data.

Chapter 17: Collecting and Preparing Your Data.

Chapter 18: Tools for Analyzing Your Data.

Chapter 19: Creating Effective Research Reports.

Part V: The Part of Tens.

Chapter 20: Ten Useful Research Tips for Business Operators.

Chapter 21: Ten Statistical Methods that You (or Your Research
Consultant) May Use.

Appendix: On the DVD.

Index.

Produkt-Details

• Erscheint lt. Verlag: 9.3.2010
• Sprache: englisch
• Themenwelt: Sachbuch/Ratgeber ► Beruf / Finanzen / Recht / Wirtschaft ► Wirtschaft
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Business & Management • Klein- u. mittelständische Unternehmen u. Existenzgründung • Klein- u. mittelständische Unternehmen u. Existenzgründung • Marktforschung • Small Business & Entrepreneurship • Wirtschaft u. Management
• ISBN-13: 9780470632543 / 9780470632543