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.
General
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