Summary of Points Covered

Map Branches

• Introduction
  • Background and Purpose of Marketing Research
  • Important Advances in Marketing Research
• Topic One: Consumer Surveys
  • What Are the Different Types of Consumer Surveys?
    • Telephone Surveys
    • Computer Surveys
    • In-Mall Surveys
    • Mail-in Surveys
  • How to Construct a Consumer Survey
    • Developing Good Survey Questions
    • Correctly Ordering Survey Questions
• Topic Two: Attracting Market Research Clients
  • Identifying Your Target Client
    • Businesses vs. Sole Proprietors
    • Contract Clients vs. One-time Clients
  • Advertising to Attract Clients
    • Advertising in Trade Jounals
    • Word-of-Mouth Advertising
• Topic Three: Conducting a Successful Research Study
  • Recruiting the Right Panel for Your Study
  • Choosing the Most Effective Type of Study
    • Focus Groups
    • Telephone Study
    • Computer/Mail Studies
• Conclusion
  • Summary of Points Covered

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