Marketing Research Kit For Dummies^®

by Michael Hyman; Jeremy Sierra

• ISBN13: 9780470632567
• ISBN10: 0470632569
• Format: eBook
• Copyright: 2010-03-01
• Publisher: For Dummies

Summary

The tools you need to identify, obtain, record, and analyze dataSure, 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 resultsWhen 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.

Table of Contents

Introduction

Marketing Research: Learn It, Live It, Love It

Seeing What Marketing Research Can Do for You

Following the Stages of the Marketing Research Process

Surveying the Types of Research You May Do

Believing In Marketing Research Ethics

Working with Independent Marketing Researchers

Surveys: A Great Way to Research

Different Types of Surveys You May Use

Recognizing Errors in Survey Research

Asking People about Their Attitudes

Writing Good Questions

Designing Good Questionnaires

Deciding on a Sample Type

Selecting a Sample Size

More Methods to Meet Your Needs

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

Using In-Depth Interviews and Focus Groups

Projective Techniques and Observational Methods

Conducting Experiments and Test Marketing

Collecting, Analyzing, and Reporting Your Data

Collecting and Preparing Your Data

Tools for Analyzing Your Data

Creating Effective Research Reports

The Part of Tens

Ten Useful Research Tips for Business Operators

Ten Statistical Methods that You (or Your Research Consultant) May Use

Appendix: On the DVD

Index

Table of Contents provided by Publisher. All Rights Reserved.