Marketing Research That Pays Off Book

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Marketing Research That Pays Off

By William Winston,Larry Percy
  • ISBN Code: : 1317952472
  • Publisher : Routledge
  • Pages : 286
  • Category : Business & Economics
  • Reads : 261
  • Book Compatibility : Pdf, ePub, Mobi, Kindle
  • Pdf : marketing-research-that-pays-off.pdf

Book Excerpt :

From Oreos, Jell-O, raisins, and milk to amusement parks, retail centers, ATMs, and mutual funds, the case studies presented in Marketing Research That Pays Off offer you insight into how actual companies have used market research to successfully solve marketing problems. Editor Larry Percy has collected a series of cases from consumer, service, and industrial marketing executives that provides a problem/solution look at how to address major marketing issues with marketing research. The studies presented cover such topics as communications issues, new product introduction, brand equity, brand positioning, and sales analysis. Because they represent successful applications of marketing research to challenging questions, these cases offer a number of specific lessons. Throughout, Marketing Research That Pays Off shows you how to: use the right sample for reliable data reduce the time needed for traditionally multi-phased research avoid the pitfalls of short-term effects in tracking data deal with multinational research use attitude measures to help interpret sales data involve marketing management to ensure acceptance of results make effective use of small budgets The format of each chapter allows the authors to pose a question or present a particular marketing problem and then take you step-by-step through the solution. Actual problems solved include how to improve upon a successful campaign, revitalize a failing retail center, avoid misunderstanding in conducting multinational research, use scanner data to help understand the package goods market, avoid being mislead by short-term effects in tracking data, learn what aspects of a package attract attention and what they communicate, and how to effectively reach both children and their parents with one message--all on a small budget. It is the unique problem/solution approach to marketing research that makes Marketing Research That Pays Off especially valuable to all marketing research professionals and beginner- to mid-level marketing managers. In addition, the book's easy-to-read presentation of case studies makes it approachable and useful as a companion text for classes in marketing and marketing research.

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  • Book Code : 1442698403
  • Total of Pages : 344
  • Category : Business & Economics
  • Members : 382
  • Pdf File: flux.pdf

Book Short Summary:

The past decade has seen a number of developments that threaten the very fabric of how marketing activities have traditionally been conducted. On one hand, consumers are increasingly socially networked and value-conscious, with heightened expectations of how companies will react to their demands. Along with the challenges, however, come new opportunities: the growth of behavioural economics and the emergence of new data collection techniques, for instance, give marketers unprecedented access to previously hidden aspects of consumer behavior. Clearly, ‘business as usual’ is not an option for marketing managers who want their firms to stay in the game. To help managers adapt to the rapidly changing business environment, Flux offers a collection of the very best thinking on key areas of marketing activity and decision-making. Each chapter is written by a leading expert in a specific ‘new’ marketing subject area, from managing brands to dealing with new media, and addresses substantive challenges in that area while providing steps for taking action. The book’s integrated approach makes it an excellent resource not only for marketing managers but any managers dealing with customers.

The Handbook of Online Marketing Research: Knowing Your Customer Using the Net

By Joshua Grossnickle,Oliver Raskin
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : McGraw Hill Professional
  • Book Code : 0071378456
  • Total of Pages : 433
  • Category : Business & Economics
  • Members : 902
  • Pdf File: the-handbook-of-online-marketing-research.pdf

Book Short Summary:

The Handbook of Online Marketing Research examines all the latest techniques and trends used to conduct online research, including how to leverage existing sources, online chat-based sessions, email feedback, online focus groups, and much more. Now, just like larger companies, small– and medium–sized companies can learn vital information like the age, gender, and income of its users, and how they respond to different aspects of the products and those of its competitors. With the advent of the Internet, companies of all sizes and budgets can conduct online market research and access all the information they need to know to stay ahead of the competition. This book demonstrates how both large and small companies can take proven traditional market research techniques and adapt them to the Web. The result is an affordable means for businesses to understand their online customers’ needs.

Market Research

By Erik Mooi,Marko Sarstedt,Irma Mooi-Reci
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Springer
  • Book Code : 9811052182
  • Total of Pages : 416
  • Category : Business & Economics
  • Members : 626
  • Pdf File: market-research.pdf

Book Short Summary:

This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata. It includes advanced coverage of ANOVA, factor, and cluster analyses in Stata, as well as essential regression and descriptive statistics. It is aimed at those wishing to know more about the process, data management, and most commonly used methods in market research using Stata. The book offers readers an overview of the entire market research process from asking market research questions to collecting and analyzing data by means of quantitative methods. It is engaging, hands-on, and includes many practical examples, tips, and suggestions that help readers apply and interpret quantitative methods, such as regression, factor, and cluster analysis. These methods help researchers provide companies with useful insights.

Fundamentals of Business Marketing Research

By Richard E Plank,David A Reid,J David Lichtenthal
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : Routledge
  • Book Code : 1000156826
  • Total of Pages : 312
  • Category : Business & Economics
  • Members : 234
  • Pdf File: fundamentals-of-business-marketing-research.pdf

Book Short Summary:

Get a thorough review of vital research issues! Fundamentals of Business Marketing Research examines recent industrial/business research, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on “Business Marketing: A Twenty Year Review,” a thorough study of industrial/business research from 1978-1997 with critical commentary from a distinguished panel of business academics and the response of the study's authors. The combination of critiques, insights, and viewpoints will challenge you to think beyond the traditional role of B2B marketing into a future that's anything but business as usual. Through an unusual format that gives you access to critical academic analysis, Fundamentals of Business Marketing Research presents a comprehensive review of vital research areas, including marketing to businesses/institutions/governments; buyer-seller relationships; computer use for business marketing; industrial segmentation; channel management and development; physical distribution; advertising; and public relations. The book’s give-and-take is equally focused on areas that have traditionally received a larger share of the research effort (organizational buyer behavior, business marketing strategy and planning, industrial selling and sales management) and those that have taken a back seat in terms of research attention (computers and ethical business marketing). The original study, its criticisms, and the authors’ subsequent assessment spotlight major themes, individual contributions, and future trends in major topic areas, including: business marketing strategy organizational buying behavior and purchasing management business marketing research methodology products/services pricing management issues distribution/logistics and supply chain management promotion Fundamentals of Business Marketing Research is equally effective as a practical guide for professionals and researchers, and as an academic text for doctoral studies.

A Practical Guide to Guest House Management

By Deseré Kokt
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : UJ Press
  • Book Code : 1920382208
  • Total of Pages : 161
  • Category : Business & Economics
  • Members : 473
  • Pdf File: a-practical-guide-to-guest-house-management.pdf

Book Short Summary:

Guest houses attract both local and international tourists and aim at providing them with a taste of local food and hospitality. This creates job opportunities and revenue for local regions. As the successful managing and running of a guest house has its own set of challenges, the intention of this book is to provide a practical guide to assist both guest house owners and managers in managing their establishments effectively. The book is divided into seven themes: the law, management principles, financial management, marketing, accommodation and front office management, planning the breakfast menu, and intercultural differences.

Focus Group Practice

By Claudia Puchta,Jonathan Potter
  • File : Pdf, ePub, Mobi, Kindle
  • Publisher : SAGE
  • Book Code : 184787715X
  • Total of Pages : 184
  • Category : Social Science
  • Members : 638
  • Pdf File: focus-group-practice.pdf

Book Short Summary:

Focus Group Practice is unique in providing a picture of focus group moderation and interaction that is based on the study of what actually happens in high-class market research focus groups and in using recent theories of interaction, for example discourse and conversation analyses, to throw light on the practice of moderation. It is written in clear, engaging and non-technical manner and richly illustrated by examples from focus groups in a wide range of different contexts. New moderators will find the basic elements of focus groups described and explained, and experienced moderators will find new ways of understanding what they do which will help them to develop their skills. Focus Groups moderation is understood in terms of the cutting edge theories of interaction. It concentrates on the basic and subtle processes through which moderators elicit opinions, manage disagreements, and generate a range of views. How are participants encouraged to be animated and involved, and how are the arguments and anecdotes discouraged? How are responses guided to in the required direction? This book addresses these pertinent questions. Above all, how does a moderator keep participants focused? This unique book will be essential reading for all involved in focus group practice. It is accessible to broad readership, including undergraduate students.