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Marketing Research Kit For Dummies [Kindle Edition]

Michael Hyman , Jeremy Sierra
5.0 out of 5 stars  See all reviews (6 customer reviews)

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Book Description

The tools you need to identify, obtain, record, and analyze data

Sure, access to data is faster and easier to obtain than ever before, but how do you cut through the clutter of information to find what's most useful and organize it to suit your purposes? Marketing Research Kit For Dummies supplies a brimming box of tools that help you mine mountains of data, find the sources you need, and focus your marketing plan.

Whether you're an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource and companion CD provide you with hands-on tools you need to identify, obtain, record, and analyze secondary, data-electronic and print-for developing or revising a marketing plan, launching a new product or service, or implementing long-term strategic planning. It also offers clear, in-depth instructions and customizable forms for conducting your own primary research.

  • Includes complete instructions for writing a research plan, conducting depth interviews, and focus groups
  • Fully explains the process of sampling, analyzing data, and reporting results
  • Features tips on developing questionnaires for face-to-face, Internet, and postal surveys
  • Helps you keep an eye on your competition and analyze their results

When money is tight and everything is on the line, you need to make sure you've done your homework. You need Marketing Research Kit For Dummies.

Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.

Note: The Kindle edition of this book does not include any CDs or DVDs.



Editorial Reviews

From the Back Cover

Your hands-on guide to getting and putting marketing data to work

When money is tight and everything is on the line, you need to make sure you've done your homework. You need Marketing Research Kit For Dummies. Whether you're an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource provides you with the hands-on tools you need to identify, obtain, record, and analyze marketing data.

  • Make better business decisions — get the lowdown on marketing research and learn what it can do for you to start making better business decisions today

  • Survey your way to success — find out how different types of surveys can (and can't) work for you and get do's and don'ts for the best ways to conduct them

  • It's a method (not madness!) — discover how secondary data (like online sources and sites with links to multiple sources) can be used in your marketing research

  • Analyze this — get the tools and information you need to collect, analyze, and report your data

Bonus DVD Includes

  • Sample questionnaires, checklists, focus group scripts, and research reports
  • Videos of a complete focus group session and a results presentation
  • Excel-based tools and a step-by-step guide to various data-analysis methods
  • See the DVD appendix for details and complete system requirements.

Open the book and find:

  • How marketing research can (and can't) help you

  • Questions to ask when gathering data

  • Strategies for analyzing results

  • When to call in outside expertise

  • The strengths and weaknesses of surveys

  • Tips for avoiding errors in survey research

  • Examples of good (and bad) research questions

  • Guidelines for setting up your own data analysis

Learn to:

  • Design surveys and questionnaires

  • Identify, obtain, record, and analyze marketing data

  • Improve existing products and services

  • Use the forms, templates, checklists, and video included on the DVD

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.


Product Details

  • File Size: 4582 KB
  • Print Length: 408 pages
  • Publisher: For Dummies; 1 edition (March 11, 2010)
  • Sold by: Amazon Digital Services, Inc.
  • Language: English
  • ASIN: B003CNQ4LG
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Not Enabled
  • Lending: Enabled
  • Amazon Best Sellers Rank: #501,875 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Most Helpful Customer Reviews
20 of 20 people found the following review helpful
Format:Paperback
There are 3 kinds of market research problems:

Low uncertainty problems where you can ask people questions and they can tell you their wants and their needs, Medium uncertainty problems where you can ask people questions and they can tell you what they want, and then there are high uncertainty problems where you can ask people questions and they ask you back "why are you asking me this."

MARKETING RESEARCH KIT FOR DUMMIES Is the tool kit for the low uncertainty set of problems. Problems where you have measures of variability, where you know what the key properties are. Where you know what you are looking for in quantitative or near quantitative terms. It has the whole schmear of the academic tools and they are explained in plain English.

This is a great guide for people who are looking to understand the Greek (literally) in the statistics used by their employees, research suppliers, or staff gurus. The normal consumer behaviorist crushing load of "you are stupid and I am smart" that is seen around numbers in marketing, is totally absent.

For people who are into high uncertainty research: new to the world software, new to the world business models over the internet, this is not your book. You need to buy Steve Blank's 4 STEPS TO THE EPIPHANY [...] and get your fingers over to the Lean Startup Circle on Google Groups [...] and search for the word "pivot." Pivot is what you do to your business idea after you've got a REAL PRODUCT, that you show to REAL CUSTOMERS, in a REAL CONTEXT, and they tell you your product is not worth buying. That is, when you have a high uncertainty product, you need to prototype your ideas. Steve Blank is the guru of this, and a lightning rod around which lots of great people and thoughts are coalescing.
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1 of 1 people found the following review helpful
Format:Kindle Edition|Verified Purchase
Great book that gives you a lot of tools. I bought the book as well as the ebook. Hyman is thorough, while also understanding of the wide range (of ability) of readers in his audience. He gives a lot of tools that can directly help you on your marketing research journey. I teach this course at a college and several of the students bought this and found it useful.
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4 of 6 people found the following review helpful
5.0 out of 5 stars Improve your bottom line without guessing. June 25, 2010
Format:Paperback|Verified Purchase
Knowing what to do and how and when is definitely the best business insight you can have. This book summarizes the techniques and surveys needed to successfully craft and execute a marketing research plan. Thanks, worked well!
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