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.
Publication details: London ; Kogan Page Limited, 2010.Description: xviii, 349 p. : illISBN:- 9780749460723
- 658.83 Q02
| Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
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Books
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Mahatma Gandhi University Library General Stacks | 658.83 Q02 (Browse shelf(Opens below)) | Available | 57394 |
Includes index.
First South Asian edition 2010
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.
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