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.
| Author/creator | Kaden, Robert J. |
| Other author | Linda, Gerald. |
| Other author | Levinson, Jay Conrad. |
| Format | Book |
| Publication Info | London ; Philadelphia : Kogan Page Limited, 2009. |
| Description | xviii, 349 pages : illustrations ; 25 cm |
| Supplemental Content | Contributor biographical information |
| Supplemental Content | Publisher description |
| Supplemental Content | Table of contents only |
| Subjects |
| 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. |
| General note | Includes index. |
| LCCN | 2009017052 |
| ISBN | 9780749455477 |
| ISBN | 0749455470 |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Joyner | General Stacks | HF5415.2 .K245 2009 | ✔ Available | Place Hold |