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Marketing Research Kit For Dummies by Michael Hyman PhD and Jeremy Sierra PhD
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.
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 ¡ª 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 ¡ª 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!) ¡ª discover how secondary data (like online sources and sites with links to multiple sources) can be used in your marketing research
Analyze this ¡ª 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
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.