Marketing Research Kit For Dummies
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Successful marketing research helps you make good marketing decisions and run a successful business. The following are some ideas for those moments when you decide you really need to concentrate on marketing to boost sales to a higher level. This simple checklist can ensure that you’re conducting good marketing research:

  • You have well-defined research questions.

  • You have a sound strategy for data collection.

  • You have a clear and concise measurement instrument or approach.

  • You can ensure appropriate and efficient data analysis and interpretation.

  • Your approach is part of an ongoing research program.

About This Article

This article is from the book:

About the book authors:

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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