Market Research Handbook: Measurement, Approach and Practice - Couverture souple

Xu, Jie

 
9780595364015: Market Research Handbook: Measurement, Approach and Practice
Couverture souple
ISBN 10 : 0595364012 ISBN 13 : 9780595364015
Editeur : iUniverse, 2005

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

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.

Biographie de l'auteur

Jie Xu, industrial manager of Frost & Sullivan, member of American Chemical Society and Royal Society of Chemistry (UK), holds M.Phil from Heriot-Watt University, UK, has published numerous papers on market research and has been frequently invited to be speaker in the international conferences to comment on the market growth trend and regular contributor for the professional magazines.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
iUniverse
Date d'édition
2005
Langue
anglais
ISBN 10 
0595364012
ISBN 13 
9780595364015
Reliure
Broché
Nombre de pages
204
Coordonnées du fabricant
non disponible
Personne responsable
non disponible