Marketing Research Kit For Dummies

by Michael I. Hyman, Jeremy Sierra

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. CD-ROM/DVD and other supplementary materials are not included as part of eBook The Kindle edition of this book does not include any CDs or DVDs.

Genres: Business

410 pages, Kindle Edition

First published March 2, 2010

Reviews

[Karin Rosner · Rating 3 out of 5]

Densely packed with information. Warning for those buying the Kindle or other electronic versions: it's very difficult to get the accompanying DVD-ROM with all of the goodies and extras packed on it. I'm still trying to buy it through Wiley, but haven't received an answer yet.