More guerrilla marketing research : asking the right people, the right questions, the right way and effectively using the answers to make more money / Robert J. Kaden, Gerald Linda and Jay Conrad Levinson.
By: Kaden, Robert J
.
Contributor(s): Linda, Gerald | Levinson, Jay Conrad.
Material type: 
TextPublisher: London ; Philadelphia : Kogan Page Limited, 2009General Notes: Includes index.Description: xviii, 349 p. : ill. ; 25 cm.ISBN: 9780749455477; 0749455470.Subject(s): Marketing research | Small business -- Management | Success in businessDDC classification: 658.8/3 Online resources: Contributor biographical information | Publisher description | Table of contents | Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
| Two Weeks | Davenport Library Circulating Collection | Print-Circulating | 658.83 K114 2009 (Browse shelf(Opens below)) | Available | 34284003711090 |
Browsing Davenport Library shelves, Shelving location: Circulating Collection, Collection: Print-Circulating Close shelf browser (Hides shelf browser)
Includes index.
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.
There are no comments on this title.