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 JContributor(s): Linda, Gerald | Levinson, Jay ConradPublisher: London ; Kogan Page Limited, 2010Description: xviii, 349 p. : illISBN: 9780749460723Subject(s): Marketing research | Small business | Success in businessDDC classification: 658.83 Online resources: Click here to access online
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.
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Item type Current location Call number Status Date due Barcode Item holds
Books Books Mahatma Gandhi University Library
General Stacks
658.83 Q02 (Browse shelf) Available 57394
Total holds: 0

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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