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Marketing Research Kit For Dummies (0470632569) cover image

Marketing Research Kit For Dummies

ISBN: 978-0-470-63256-7
E-book
384 pages
March 2010
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Introduction.

Part I: Marketing Research: Learn It, Live It, Love It.

Chapter 1: Seeing What Marketing Research Can Do for You.

Chapter 2: Following the Stages of the Marketing Research Process.

Chapter 3: Surveying the Types of Research You May Do.

Chapter 4: Believing In Marketing Research Ethics.

Chapter 5: Working with Independent Marketing Researchers.

Part II: Surveys: A Great Way to Research.

Chapter 6: Different Types of Surveys You May Use.

Chapter 7: Recognizing Errors in Survey Research.

Chapter 8: Asking People about Their Attitudes.

Chapter 9: Writing Good Questions.

Chapter 10: Designing Good Questionnaires.

Chapter 11: Deciding on a Sample Type.

Chapter 12: Selecting a Sample Size.

Part III: More Methods to Meet Your Needs.

Chapter 13: Secondary Data: What Is It and How Do You Use It?

Chapter 14: Using In-Depth Interviews and Focus Groups.

Chapter 15: Projective Techniques and Observational Methods.

Chapter 16: Conducting Experiments and Test Marketing.

Part IV: Collecting, Analyzing, and Reporting Your Data.

Chapter 17: Collecting and Preparing Your Data.

Chapter 18: Tools for Analyzing Your Data.

Chapter 19: Creating Effective Research Reports.

Part V: The Part of Tens.

Chapter 20: Ten Useful Research Tips for Business Operators.

Chapter 21: Ten Statistical Methods that You (or Your Research Consultant) May Use.

Appendix: On the DVD.

Index.

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