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Marketing Research Kit for Dummies [With CDROM]


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Table of Contents

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.

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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