Market Research in Action is an examination of various marketing research techniques using a running case study based on a real product. The use of this device shows how research impacts on product development and the product launch, with particular reference to fast moving consumer goods. To demonstrate other marketing research techniques the author has added additional cases introducing a selection of techniques to show how these techniques are developed or used in different arenas, for instance while dealing with service products or marketing in a retail, international and B2B marketing environment.
Reviews
PART 1: MARKET RESEARCH LABELS AND LINKS. 1. Market research labels. 2. Market research links. PART 2: MARKETING PROBLEMS AND THEIR RESEARCH SOLUTIONS. 3. Qualitative research solutions 4. Observational research solutions 5. Experimental designs 6. Pricing research and conjoint solutions. 7. Advertising pre-testing solutions. 8. Sales volume predictions. 9. Surveys and segmentation solutions. 10. Using retail and consumer panels, advertising trackers and customer satisfaction measurements. 11. Summary of research programme, review and implications.



Book Information
ISBN 9781861529381
Author Michael Roe
Format Paperback
Page Count 320
Imprint Cengage Learning EMEA
Publisher Cengage Learning EMEA
Weight(grams) 550g
Dimensions(mm) 15mm * 188mm * 241mm