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Full Product Details

Author:   Robert J. Kaden ,  Gerald Linda ,  Jay Conrad Levinson
Publisher:   Kogan Page Ltd
Imprint:   Kogan Page Ltd
Dimensions:   Width: 16.60cm , Height: 2.70cm , Length: 24.20cm
Weight:   0.795kg
ISBN:  

9780749455477

ISBN 10:   0749455470
Pages:   368
Publication Date:   03 September 2009
Audience:   College/higher education ,  Professional and scholarly ,  Tertiary & Higher Education ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Chapter - 00: Introduction; Chapter - 01: Marketing research - why should you care?; Chapter - 02: Setting research goals and objectives; Chapter - 03: What Guerrillas can learn from large-company research; Chapter - 04: How to get started; Chapter - 05: How to set a research budget; Chapter - 06: Using research professionals; Chapter - 07: How much research should you do?; Chapter - 08: The research plan; Chapter - 09: Secondary research; Chapter - 10: Brainstorming and other ideation processes; Chapter - 11: Focus groups and qualitative research; Chapter - 12: Research into emotions; Chapter - 13: Surveys and quantitative research; Chapter - 14: Types of surveys; Chapter - 15: Writing questionnaires; Chapter - 16: Customer satisfaction research; Chapter - 17: Sampling; Chapter - 18: Organizing data; Chapter - 19: Statistical techniques; Chapter - 20: Telling the story: analyzing survey results; Chapter - 21: Putting results into action; Chapter - 22: The future of marketing research

Reviews

The authors bring their many years of research experience to their presentation, thus providing practical insights as well as a hands-on guide to marketing research. -- Choice The authors bring their many years of research experience to their presentation, thus providing practical insights as well as a hands-on guide to marketing research. -- Choice

The authors bring their many years of research experience to their presentation, thus providing practical insights as well as a hands-on guide to marketing research. -- Choice

Author Information

Robert J. Kaden has spent his entire career in market research. In 1992, he formed his own company, The Kaden Company, after founding, growing and eventually selling off the market research company Goldring & Co. He is very active on the international speaking circuit, lectures widely and writes regularly for the business press. He is author of Guerrilla Marketing Research. Gerald Linda re-established the marketing consulting firm, Gerald Linda & Associates, in 1994. The firm provides marketing strategy, planning and research services to a mix of large, sophisticated marketers as well as smaller, entrepreneurial companies. He has written extensively and is a frequent speaker on the conference circuit. Jay Conrad Levinson is the author of the best-selling marketing series in history, ""Guerrilla Marketing,"" plus 58 other business books. His books have sold more than 20 million copies worldwide. His guerrilla concepts have influenced marketing so much that his books appear in 60 languages and are required reading in MBA programs worldwide. In addition to his many books, CDs, and DVDs, Jay conducts guerrilla marketing training programs, hosts the very popular Internet website, www.gmarketing.com, and formed The Guerrilla Marketing Association -- a marketing support system for small business.

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