Author: Robert M. Worcester
Publisher: McGraw-Hill Companies
Published: 1986
Total Pages: 860
ISBN-13:
DOWNLOAD EBOOK →Author: Rajiv Grover
Publisher: SAGE
Published: 2006-06-23
Total Pages: 726
ISBN-13: 9781412909976
DOWNLOAD EBOOK →The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Author: Timothy R. Graeff
Publisher: Kendall/Hunt Publishing Company
Published: 2003-07
Total Pages: 314
ISBN-13: 9780757502651
DOWNLOAD EBOOK →Author: Joshua Grossnickle
Publisher: McGraw Hill Professional
Published: 2000-10-02
Total Pages: 459
ISBN-13: 0071378456
DOWNLOAD EBOOK →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: Timothy R. Graeff
Publisher:
Published: 1999
Total Pages: 0
ISBN-13: 9780787284831
DOWNLOAD EBOOK →Author: Danielle Sarver Coombs
Publisher: Rowman & Littlefield
Published: 2021-06-18
Total Pages: 249
ISBN-13: 1538145537
DOWNLOAD EBOOK →At its core, consumer insights research is fun. Fast paced, creative, and exciting, working in this field means constant interaction and engagement with people, concepts, and ideas. The work is dynamic and intellectually challenging, celebrating innovative approaches that lead to unique explanations of and solutions for important problems. Whether you are working on a media product or a strategic communication campaign, successfully reaching your audience and meeting your objectives requires good research. The Consumer Insights Handbook flips the typical model presented in mass communication research textbooks to emphasize that data should be used to understand people as thoughtful, deliberative audiences. As such, research should be done with the goal of better understanding target audiences in a meaningful way. With this orientation in mind, these insight-driven research projects allow media practitioners and strategic communication professionals to tap into audiences’ wants, needs, and desires through messaging and products designed to resonate. Guided by the author’s own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples.
Author: Christian Homburg
Publisher: Springer
Published: 2021-12-03
Total Pages: 0
ISBN-13: 9783319574110
DOWNLOAD EBOOK →In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.