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Market research in action

Author: Michael M Roe
Publisher: London : Thomson Learning, ©2004.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:
This text examines various marketing research techniques using a case study based on a real product - Snackpots - which was introduced by UNILEVER to compete with Pot Noodles. The use of this device shows how research impacts on product development and the product launch.
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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Michael M Roe
ISBN: 1861529384 9781861529381
OCLC Number: 53962116
Notes: Includes index.
Description: xi, 260 pages : illustrations ; 25 cm
Contents: 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.
Responsibility: Michael Roe.

Abstract:

Presents an examination of various marketing research techniques using a running case study based on a real product. To demonstrate other marketing research techniques, the author has added  Read more...

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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. Read more...

 
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