Marketing Research Kit For Dummies, with the accompanying CD, provides entrepreneurs, small business owners, and marketers in any organization with the hands-on tools they need to identify, obtain, record, and analyze data, whether they're developing a business plan, launching a new product or service, implementing long-term strategic planning, or revising their marketing plan. It also provides readers with clear, in-depth instructions and customizable forms for conducting their own primary research including: Questionnaires Face-to-face, Internet, and postal surveys Interviews Focus groups Observation Product testingMichael Hyman, PhD (Las Cruces, NM), is a professor of marketing with more than 20 years experience in the areas of research methods and theory. He is the author of more than 100 published scholarly papers and current member of nine journal editorial review boards. Jeremy Sierra, PhD (San Marcos, TX), is an assistant professor of marketing with a teaching interest in consumer behavior and marketing research.
- ISBN: 978-0-470-52068-0
- Editorial: John Wiley & Sons
- Encuadernacion: Rústica
- Páginas: 408
- Fecha Publicación: 15/04/2010
- Nº Volúmenes: 1
- Idioma: Inglés