How It's Done: A Research and Planning Handbook for Marketing Communications Professionals

Description:

This book is an excellent resource to consult for reaching your target and getting the appropriate information across in the right ways. The proprietary content in this handbook gives front-line managers, executives, researchers, and planners the specifics on obtaining the data you need to boost the visibility and relevance of your brand. Insights cultivated from 20 years of experience spent in advertising, direct marketing, PR agencies, and consulting are put together in this handbook. Step-by-step explorations and reviews within include: defining generational cohorts and lifestages, engaging in category research, conducting qualitative and quantitative research, examining details of focus groups, session duration, hybrid designs, changes in questions and stimuli, interviewing methods and communicating conclusions successfully.