A collection of marketing research techniques for non-specialists. This guide aims to show what kind of marketing research will be useful in a particular situation, how to plan the research, and then how to incorporate this "intelligence" into the marketing plan itself.
--This text refers to an out of print or unavailable edition of this title.
Book Description
Editorial Reviews
From Library Journal
In this updated edition of a book first published in 1977, the business professional is again treated to the methodology that can be employed for enjoying successful marketing research without hiring a consulting firm to do it. The authors examine the latest techniques for gathering information, defining problems, formulating surveys, and documenting findings. Even though those reading this work do their own studies, the authors still include a section on using outside help. Advice onup-to-date information systems such as databases, government documents, and libraries/information brokers, is very current. Timely and informative treatment of this important subject, presented in easy-to-grasp terms, spiced with witty and helpful illustrations.
- Steven J. Mayover, Free Lib. of Philadelphia
Copyright 1989 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
- Steven J. Mayover, Free Lib. of Philadelphia
Copyright 1989 Reed Business Information, Inc. --This text refers to an out of print or unavailable edition of this title.
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful:
5.0 out of 5 stars
Intelligent & interesting guide to do-it-yourself marketing,
By D. Yale "D.Y." (New York City) - See all my reviews
This review is from: Do-It-Yourself Marketing Research (Hardcover)
I first bought George Breen's book, "Do It Yourself Marketing" back in the early 80's. It's still on my shelf of reference books.It's an interesting and helpful book that demystifies marketing research. It's filled with common-sense advice, it's well-written, and it's easy to read. A home run! Breen's books is so good, that it's one of the few books I recommend in my own book, "The Publicity Handbook." Nice job, Mr. Breen!
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