Business & Economics Books:

Marketing Research Kit For Dummies

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Paperback / softback

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Marketing Research Kit For Dummies by Michael Hyman
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Description

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.

Author Biography

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.
Release date Australia
April 15th, 2010
Country of Publication
United Kingdom
Imprint
John Wiley & Sons Ltd
Pages
408
Dimensions
188x233x23
ISBN-13
9780470520680
Product ID
4029814

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