附註:Previously published as: Look before you leap : market research made easy.
Includes bibliographical references (pages 141-146).
Why research your market? -- Laying the groundwork -- Setting your research direction -- Secondary data: what's available -- Finding the secondary data you need -- Primary data: you're already surrounded by it -- Internet market research -- Primary data: your survey methods -- Writing a questionnaire -- Analyzing and interpreting your data -- When you need to hire a professional -- Everybody ought to have a plan -- The beginning -- Accessing market research data -- Appendixes -- Tables -- Worksheets -- Samples.
摘要:Learn how to analyze the market; know how to guage the success of your advertising; understand how to plan strategically.
