More guerrilla marketing research asking the right people, the right questions, the right way and effectively using the answers to make more money

Marketing research -- why should you care? -- Setting research goals and objectives -- What guerrillas can learn from large-company research -- How to get started -- How to set a research budget -- Using research professionals -- How much research should you do? -- The research plan -- Secondary res...

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Bibliographische Detailangaben
1. Verfasser:	Kaden, Robert J. (VerfasserIn)
Weitere Verfasser:	Linda, Gerald (VerfasserIn), Levinson, Jay Conrad (VerfasserIn)
Format:	UnknownFormat
Sprache:	eng
Veröffentlicht:	London u.a. Kogan Page 2009
Schlagworte:	Marktforschung > KMU > Marketing research > Small business > Management > Success in business > Guerilla Marketing > Marketingforschung > Umfrage > Effizienz
Online Zugang:	Inhaltsverzeichnis Contributor biographical information Inhaltstext
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Beschreibung
Zusammenfassung:	Marketing research -- why should you care? -- Setting research goals and objectives -- What guerrillas can learn from large-company research -- How to get started -- How to set a research budget -- Using research professionals -- How much research should you do? -- The research plan -- Secondary research -- Brainstorming and other ideation processes -- Focus groups and qualitative research -- Research into emotions -- Surveys and quantitative research -- How to conduct surveys -- Writing questionnaires -- Customer satisfaction research -- Sampling -- Organizing data -- Statistical techniques -- Telling the story : analyzing survey results -- Putting results into action -- The future of marketing research.
Beschreibung:	Includes index
Beschreibung:	XVIII, 349 S.
ISBN:	9780749455477 978-0-7494-5547-7