Your hands-on guide to getting and putting marketing data to workWhen money is tight and everything is on the line, you need to make sure you've done your homework. You need Marketing Research Kit For Dummies. Whether you're an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource provides you with the hands-on tools you need to identify, obtain, record, and analyze marketing data.Make better business decisions - get the lowdown on marketing research and learn what it can do for you to start making better business decisions todaySurvey your way to success - find out how different types of surveys can (and can't) work for you and get do's and don'ts for the best ways to conduct themIt's a method (not madness!) - discover how secondary data (like online sources and sites with links to multiple sources) can be used in your marketing researchAnalyze this - get the tools and information you need to collect, analyze, and report your dataBonus DVD IncludesSample questionnaires, checklists, focus group scripts, and research reportsVideos of a complete focus group session and a results presentationExcel-based tools and a step-by-step guide to various data-analysis methodsSee the DVD appendix for details and complete system requirements.Open the book and find:How marketing research can (and can't) help youQuestions to ask when gathering dataStrategies for analyzing resultsWhen to call in outside expertiseThe strengths and weaknesses of surveysTips for avoiding errors in survey researchExamples of good (and bad) research questionsGuidelines for setting up your own data analysisLearn to:Design surveys and questionnairesIdentify, obtain, record, and analyze marketing dataImprove existing products and servicesUse the forms, templates, checklists, and video included on the DVD.