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Book 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 illustrate 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.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Market Research Handbook
• Subtitle: Measurement, Approach and Practice
• Author: Xu, Jie (Fudan University, China)
• Language: English
• Binding: Paperback
• Number of pages: 204
• EAN: 9780595364015
• ISBN: 9780595364015
• ID: 07362477
• Publisher: iUniverse
• Weight: 330 g
• Dimensions: 154 × 230 × 13 mm
• Date of publishing: 26. August 2005

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