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.
OBNB doesn't sell books, but you may be able to find a copy at one of these websites:
MORE guerrilla marketing research : asking the right people, the right questions, the right way and effectively using the answers to make more money by Robert J. Kaden. ISBN 9780749455477. Published by Kogan Page in 2009. Publication and catalogue information, links to buy online and reader comments.
