MORE guerrilla marketing research : asking the right people, the right questions, the right way and effectively using the answers to make more money /
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| Other Authors: | , |
| Format: | Book |
| Language: | English |
| Published: |
London :
Kogan Page,
2009.
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| Subjects: |
Table of Contents:
- 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.