TOC: Mar Res Kit Dummies


Marketing Research Kit for Dummies, Book published by Wiley written by Michael R. Hyman and Jeremy J. Sierra

 ARC: Connections: ELMAR: Posting

From: Michael R. Hyman, Stan Fulton Professor of Marketing, New Mexico State University (
Jeremy J. Sierra, Assistant Professor of Marketing, Texas State University—San Marcos (

Marketing Research Kit for Dummies
Michael R. Hyman and Jeremy J. Sierra
Wiley Publishing, Inc., 2010 (ISBN13: 9780470520680)

(Note: Instructors may request an evaluation copy by visiting the following Wiley URL:,descCd-description.html).

Part of the well-known ‘Dummies’ series, this book was designed with four audiences in mind: researcher doers, research consumers, students, and people who need an immediate customer survey. From the introductory text:

Our main goals for this book are to make you an informed consumer of marketing research and to prepare you to conduct a basic survey — most likely a customer satisfaction survey — for yourself or your organization. To accomplish these goals, we must show you what is and isn’t proper for good marketing research. That way, you’ll know what should be done and what should be avoided (like slivovitz, haggis, tripe, and overeating on Thanksgiving).

In this book, we discuss the many skills associated with conducting a successful marketing research study, such as the following:

  • Identifying a research problem
  • Developing a series of research questions related to that problem
  • Writing good questions and designing good questionnaires that will explore those research questions
  • Fielding a survey and avoiding common survey research errors
  • Designing a qualitative study — like a focus group — that will explore your research questions
  • Collecting respondents’ data, entering it into a computer spreadsheet, analyzing it, and interpreting the results
  • Writing a report that could help your organization or encourage a loan officer to lend you (and perhaps your associates) money for a business venture

Table of Contents:


Part I: Marketing Research: Learn It, Live It, Love It

Chapter 1: Seeing What Marketing Research Can Do for You
Chapter 2: Following the Stages of the Marketing Research Process
Chapter 3: Surveying the Types of Research You May Do
Chapter 4: Believing In Marketing Research Ethics
Chapter 5: Working with Independent Marketing Researchers

Part II: Surveys: A Great Way to Research

Chapter 6: Different Types of Surveys You May Use
Chapter 7: Recognizing Errors in Survey Research
Chapter 8: Asking People about Their Attitudes
Chapter 9: Writing Good Questions
Chapter 10: Designing Good Questionnaires
Chapter 11: Deciding on a Sample Type
Chapter 12: Selecting a Sample Size

Part III: More Methods to Meet Your Needs

Chapter 13: Secondary Data: What Is It and How Do You Use It?
Chapter 14: Using In-Depth Interviews and Focus Groups
Chapter 15: Projective Techniques and Observational Methods
Chapter 16: Conducting Experiments and Test Marketing

Part IV: Collecting, Analyzing, and Reporting Your Data

Chapter 17: Collecting and Preparing Your Data
Chapter 18: Tools for Analyzing Your Data
Chapter 19: Creating Effective Research Reports

Part V: The Part of Tens

Chapter 20: Ten Useful Research Tips for Business Operators
Chapter 21: Ten Statistical Methods that You (or Your Research Consultant) May Use

Appendix: On the DVD