From the Back Cover Your hands–on guide to getting and putting marketing data to work 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. Whether you′re an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource provides you with the hands–on tools you need to identify, obtain, record, and analyze marketing data. Make better business decisions get the lowdown on marketing research and learn what it can do for you to start making better business decisions today Survey your way to success find out how different types of surveys can (and can′t) work for you and get do′s and don′ts for the best ways to conduct them It′s a method (not madness!) discover how secondary data (like online sources and sites with links to multiple sources) can be used in your marketing research Analyze this get the tools and information you need to collect, analyze, and report your data Bonus DVD Includes Sample questionnaires, checklists, focus group scripts, and research reports Videos of a complete focus group session and a results presentation Excel–based tools and a step–by–step guide to various data–analysis methods See the DVD appendix for details and complete system requirements. Open the book and find: How marketing research can (and can′t) help you Questions to ask when gathering data Strategies for analyzing results When to call in outside expertise The strengths and weaknesses of surveys Tips for avoiding errors in survey research Examples of good (and bad) research questions Guidelines for setting up your own data analysis Learn to: Design surveys and questionnaires Identify, obtain, record, and analyze marketing data Improve existing products and services Use the forms, templates, checklists, and video included on the DVD About the Author 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.
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