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Market research in action

Author: Michael Roe
Publisher: Australia : Thomason, ©2004.
Edition/Format:   Print book : EnglishView all editions and formats

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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Genre/Form: Case studies
Document Type: Book
All Authors / Contributors: Michael Roe
ISBN: 1861529384 9781861529381
OCLC Number: 57448444
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 solutions4. Observational research solutions5. Experimental designs6. 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.


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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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