Год издания: 2006
Количество страниц: 288
В продаже с 18.01.2012
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Companies know that market research can be crucial to retaining customers and winning new ones. Yet many avoid undertaking survey research because they consider it expensive, slow, and difficult to administer. "Not so," says author and research ace Lloyd Corder. "There are powerful, affordable ways to conduct surveys-in just two to three days." In The Snapshot Survey, Corder gives business professionals the tools and know-how to complete highly effective, custom-designed surveys quickly and easily. Readers can use the Snapshot Survey method to test customer awareness, measure effectiveness of marketing programs, identify prospects, justify marketing to upper management, and find out what employees really think. Drawing upon years of experience as a research professional, Corder shows how he has successfully used his technique to conduct more than 1,000 surveys. Chapters are filled with examples of survey types-from competitive and customer satisfaction studies, to brand...