TY  - BOOK
AU  - Sierra, Jeremy J.
AU  - Hyman, Michael R. (Michael Richard)
TI  - Marketing research kit for dummies
SN  - 9780470520680
PY  - 2010///
PB  - John Wiley
KW  - HF COMMERCE
KW  - Marketing research
KW  -  research ethics
KW  -  Survey Research
KW  -  Recognizing errors
KW  -  Writing good questions
KW  -  Designing questionnaires
KW  -  Sample types
KW  -  Secondary data
KW  -  Focus groups
KW  -  Conducting experiments
KW  -  Collecting Preparing Research reports
KW  -  Statistical methods
N1  - S2 B2 PBT P1 Neuromarketing
N2  - 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
ER  -