Consumer Market Research Handbook
Author | : Robert M. Worcester |
Publisher | : |
Total Pages | : 840 |
Release | : 1986 |
Genre | : Marketing research |
ISBN | : |
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Author | : Robert M. Worcester |
Publisher | : |
Total Pages | : 840 |
Release | : 1986 |
Genre | : Marketing research |
ISBN | : |
Author | : |
Publisher | : |
Total Pages | : 0 |
Release | : 1972 |
Genre | : |
ISBN | : |
Author | : Robert M. Worcester |
Publisher | : McGraw-Hill Companies |
Total Pages | : 860 |
Release | : 1986 |
Genre | : Business & Economics |
ISBN | : |
Author | : Rajiv Grover |
Publisher | : SAGE |
Total Pages | : 726 |
Release | : 2006-06-23 |
Genre | : Business & Economics |
ISBN | : 9781412909976 |
The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Author | : Robert M. Worcester |
Publisher | : |
Total Pages | : 0 |
Release | : 1988 |
Genre | : |
ISBN | : |
Author | : Joshua Grossnickle |
Publisher | : McGraw Hill Professional |
Total Pages | : 459 |
Release | : 2000-10-02 |
Genre | : Business & Economics |
ISBN | : 0071378456 |
The Handbook of Online Marketing Research examines all the latest techniques and trends used to conduct online research, including how to leverage existing sources, online chat-based sessions, email feedback, online focus groups, and much more.Now, just like larger companies, small– and medium–sized companies can learn vital information like the age, gender, and income of its users, and how they respond to different aspects of the products and those of its competitors.With the advent of the Internet, companies of all sizes and budgets can conduct online market research and access all the information they need to know to stay ahead of the competition. This book demonstrates how both large and small companies can take proven traditional market research techniques and adapt them to the Web. The result is an affordable means for businesses to understand their online customers’ needs.
Author | : Bill Abrams |
Publisher | : McGraw Hill Professional |
Total Pages | : 312 |
Release | : 2000-05-22 |
Genre | : Business & Economics |
ISBN | : 9780071394178 |
The Observational Research Handbook explores the burgeoning qualitative marketing research technique of ethnography or "descriptive anthropology," the observation and analysis of how consumers respond to a product within their own environments based upon their cultural values and relationships. The most comprehensive professional reference available on the subject, The Observational Research Handbook acquaints marketing and advertising professionals, market researchers, and manufacturers of consumer products with what observational research is, what it can add to a consumer marketing effort, and how an ethnographic marketing study is conducted. The book includes insights on setting study objectives, selecting the appropriate research method, defining the parameters of a study, creating interview scripts, applying specific practices and tips to the actual observations, and then compiling and analyzing the results. A complete case study—featuring a real proposal for an observational research study as well as an actual script and analysis of the results—is included in the appendix. Praise for The Observational Research Handbook: "Building great brands means constantly fishing for new ideas with the power to move consumers. This book should be in every marketer's tackle box. Bill Abrams provides a guide to observational research that's fascinating and instructive. -- Elizabeth Ellers Director, Brand Planning & Research Grey Advertising "Bill Abrams takes a topic that is surrounded by academic mystery and makes it understandable and usable for people in business. The learning that Colgate has obtained from observing people shopping and using our products in their homes has been invaluable in designing new products that meet their needs. Observational research is a cornerstone of our consumer insights program." -- Jim Figura Vice President Consumer Research and Insights Colgate-Palmolive Company "Bill Abrams creative director turned observational research guru, opens your eyes to how you can determine how consumers actually relate to and use your product. When you finish the book, you will be a believer!" -- Charles D. Peebler Jr. Chairman Emeritus True North Communications
Author | : Timothy R. Graeff |
Publisher | : Kendall/Hunt Publishing Company |
Total Pages | : 314 |
Release | : 2003-07 |
Genre | : Business & Economics |
ISBN | : 9780757502651 |
Author | : Jie Xu |
Publisher | : iUniverse |
Total Pages | : 204 |
Release | : 2005 |
Genre | : Markedsanalysebranche |
ISBN | : 0595364012 |
The results of marketing research can inform marketing decisions such as in concept/product testing, market segmentation, competitive analysis, customer satisfaction studies, etc. and illustrates the need for measurement. The book summarizes all essential measurements widely adopted by researchers with insightful perception. It consists of three indispensable sections of market research: market general, competitor analysis, and consumer analysis. Each specific measurement contains in-depth understanding of measurement starting from definition through method explanation to practical case study. Specifically, it discloses many valuable research techniques and experienced application know-how from the professional research agencies. The book can be a useful reference for practitioners and excellent supplementary reading material for students. Different from other academic market research book, the book contains numerous case studies derived from customized projects at research agencies which also make this book easy to understand for student and beginners.
Author | : Ray Poynter |
Publisher | : John Wiley & Sons |
Total Pages | : 312 |
Release | : 2014-08-12 |
Genre | : Business & Economics |
ISBN | : 1118935772 |
The premier guide to mobile market research The Handbook of Mobile Market Research is the first guide to focus exclusively on the use of mobile technology in market research. From a global perspective, more people own mobile phones than landlines or computers, and most people have their mobile phones with them at all times—along with their tablets, smartwatches, media players, and navigation devices. The continuous surge of mobile innovation provides unprecedented access to real-time consumer behaviour. Mobile market research allows users to reach more people, engage more people, and collect more valuable data as respondents are free to engage at their own pace, on their own time. Industry forerunners Ray Poynter, Navin Williams, and Sue York employ decades of study to examine the present and future state of mobile market research, as well as the advantages and disadvantages of various approaches. This book contains clear, comprehensive knowledge for those who implement, utilise, and study the field. Readers will learn: The characteristics, scope, and importance of mobile market research Purposes and effects of principal tools like brand tracking, ad testing, customer satisfaction research, and research technology How mobile devices are used for qualitative and quantitative research by way of online focus groups, online discussions, mobile diaries, mobile ethnographies, and mobile surveys Aspects and implications of mobile computer interviews, mobile phone interviews, mixed-mode research, international mobile research, and research using passive data, panels, lists, and communities The significance of the mobile ecosystem, market research ethics, and research on research Designed to be accessible and helpful for beginners and advanced users alike, The Handbook of Mobile Market Research is an extensive guide to one of the most promising, dynamic methods of data collection.