marketing research tools and techniques

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Marketing Research Tools And Techniques

Author : Nigel Bradley
ISBN : 9780199655090
Genre : Business & Economics
File Size : 33. 84 MB
Format : PDF, Docs
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Balancing theoretical and practical elements of marketing research and showing students how to implement research themselves, this book covers the traditional principles and skills involved in marketing research, such as primary and secondary research, sampling, analysis, reporting and presentation.

The Handbook Of Online And Social Media Research

Author : Ray Poynter
ISBN : 9780470971376
Genre : Business & Economics
File Size : 74. 50 MB
Format : PDF, ePub, Mobi
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Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why traditional research is broken, both in theory and practice, and includes chapters on online research communities, community panels, blog mining, social networks, mobile research, e-ethnography, predictive markets, and DIY research. "This handbook fills a significant learning gap for the market research profession and Ray Poynter has once again proven that he is a guiding light. The practical and pragmatic advice contained within these pages will be relevant to new students of research, young researchers and experienced researchers that want to understand the basics of online and social media research. Ray’s views on 'how to be better with people' and ‘how to maximise response rates’ are vital clues that are likely to shape the future of market and social research." —Peter Harris, National President, Australian Market and Social Research Society (AMSRS) "It's hard to imagine anyone better suited to covering the rapidly changing world of online research than Ray Poynter. In this book he shows us why. Whether you are new to online or a veteran interested in broadening your understanding of the full range of techniques—quant and qual—this book is for you." —Reg Baker, President and Chief Operating Officer, Market Strategies International "Finally, a comprehensive handbook for practitioners, clients, suppliers and students that includes best practices, clear explanations, advice and cautionary warnings. This should be the research benchmark for online research for some time. Poynter proves he is the online market research guru." —Cam Davis, Ph.D., former Dean and current instructor of the online market research course for the Canadian Marketing Research and Intelligence Association "Ray Poynter's comprehensive, authoritative, easy to read, and knowledgeable handbook has come to our rescue ... it is a must read for anyone who needs to engage with customers or stakeholders in a creative, immediate and flexible way that makes maximum use of all the exciting, new technology now open to us. Market researchers need to know this stuff now. I can guarantee that anyone who buys the book will find it a compelling read: they will be constantly turning to the next page in order to find yet another nugget of insight from Ray’s tour de force." —Dr David Smith, Director, DVL Smith Ltd; Professor, University of Hertfordshire, Business School

The Handbook Of Mobile Market Research

Author : Ray Poynter
ISBN : 9781118935620
Genre : Business & Economics
File Size : 54. 11 MB
Format : PDF, Kindle
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The first book on the market that focuses on the area of mobile research More people have mobile phones than have computers or land lines and for several years researchers have understood that data collection needs to become mobile. Up until now, there were no systems available to do so, fuelled by incompatibilities between systems, lack of suitable systems, lack of understanding in terms of how to use mobile and too many organizations trying to put old fashioned surveys into the mobile world without confronting the changes that need to be made, e.g. shorter surveys. However, mobile research is finally beginning to take-off and it is doing so on multiple fronts. The Handbook of Mobile Market Research leads the way by offering a range of practical tools and techniques market researchers can use. ? New approaches to qualitative research, where participants use their smartphones to collect ethnographic-type data, of their own lives and of the lives around them ? Broadens the term ?mobile? to include tablet devices, creating a range of new possibilities for mobile research ? Practical tools and techniques to meet the needs of beginners, practitioners or advanced users.

Market Research Matters

Author : Robert Duboff
ISBN : 0471360058
Genre : Business & Economics
File Size : 37. 23 MB
Format : PDF, ePub
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When it comes to planning a winning corporate strategy, many business leaders fail to consider market research. This is a critical mistake. Done correctly and with creativity, market research can provide real value by serving as the radar that will alert your business to the perils—and opportunities—that lie ahead. Excellent marketing insight is the edge that differentiates business winners from losers. It can help your company in its effort to make—not merely serve—markets. Businesses that successfully anticipate major marketplace shifts such as e-commerce, PCs, or the demand for bottled water reap rewards of legendary proportions. Few do. Less dramatic but equally important is the opportunity to improve customer understanding and marketing, which can grow profits daily. Businesses should and can do better at this. This book will show you how. As a result of their work with the Advertising Research Foundation, authors Robert Duboff and Jim Spaeth know that market research can and should be a backbone of any business strategy. They believe research needs to move beyond its traditional, limited role of a "numbers function" to its proper place as a vehicle for enlightening decision making. Market Research Matters provides you with tools to better align your company’s market research and business forecast efforts to the overall business strategy and operations. It polishes the traditional marketing research techniques and reveals new ones that can help any company avoid the pitfalls of focusing only on the present—and seize the opportunities that an uncertain future has to offer. A section on "Mapping the Future" includes four variables to consider when dealing with the unknown: Futures—alternate scenarios modeling. These models will help you look beyond today’s urgencies and assess broad trends sweeping your business. Customers—your buyers. Test the demand and need for products or services that do not yet exist using leading-edge market research techniques. Economics—the cost dynamics of the business. Determine what will be required to win competitively. Alignment—unity of purpose. Make sure all within your company share the vision—and pursue it together. You’ll learn step by step how the research function can best serve your business’s needs. Market research will allow you to: Build customer and employee loyalty Successfully analyze your competition—present and future Prepare for the connected economy spearheaded by the Internet Understanding the recent past and present is necessary to research the future, but it is not enough. A diagnostic is included to allow you to assess how your business is progressing in each area. You’ll also see how to reasonably forecast what the Internet, the Internet’s offspring, and the new markets they engender will be like a few years from now. You need insight into the dynamics of the marketplace to act in anticipation of what might happen. Market Research Matters will help you make certain your business is up to the challenge of becoming a truly future-focused business.

Healthcare Market Research

Author : Eric N. Berkowitz
ISBN : 1557386420
Genre : Social Science
File Size : 68. 91 MB
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Healthcare Marketing Research is a "how-to" guide for professionals who want practical tools to create a successful market research project. Writing from the healthcare researcher's perspective, the authors provide guidelines for understanding and performing market research through a broad range of analytical techniques and numerous examples of how to apply these techniques. Let Healtcare Marketing Research be your guide, showing you how to identify, evaluate and compare your market; how to use primary and secondary data; how to conduct market research using samples from today's health care environment; how to analyze your market's demographics; and how to measure demand and create utilization estimates.

Internet Marketing Intelligence

Author : Edward Forrest
ISBN : PSU:000050588626
Genre : Business & Economics
File Size : 51. 54 MB
Format : PDF, ePub, Mobi
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For market researchers, the question is not should they use the Internet, but rather how they should use the Internet. Internet Marketing Intelligence: Research Tools, Techniques & Resources, 1/e, shows researchers exactly how to do this. This specialized, practically focused, succinct, flexible, “how-to” text shows researchers how to document the resources, delineate the tools, and to demonstrate the techniques utilized when conducting marketing research on and through the Internet. Traditional marketing courses continue to introduce the “e” factor into their classrooms as the Internet integrates itself into these subject areas, and, unlike other texts in this area, Internet Marketing Intelligence provides in-depth coverage of online market research concepts and techniques that help marketing students obtain timely and accurate information necessary to orchestrate the marketing mix. Using a step-by-step approach, the text demonstrates how to utilize the Internet to target customers and create and implement marketing plans. The foundations (“whens, wheres & hows”) of how the Internet assists marketing practitioners in their essential tasks of gathering, evaluating and applying marketing intelligence is also explored both in the text. Regular updates on the Internet Marketing Intelligence website-http://www.mhhe.com/forrest keeps the text materials current and relevant.nd relevant.nd relevant.

The International Handbook Of Market Research Techniques

Author : Robin J. Birn
ISBN : 0749438657
Genre : Business & Economics
File Size : 73. 79 MB
Format : PDF, Kindle
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The International Handbook of Market Research Techniques is a major text for all levels of marketing professionals and market researchers. It presents market research techniques that have been developed and polished for over four decades. The aim of this handbook is to provide you with a shortcut to experience and knowledge on all key techniques by presenting contributions that have been written by the industry's leading market research practitioners. This comprehensive and practical second edition of The International Handbook of Market Research Techniques covers everything needed from market research survey planning and quantitative research over the Internet to geodemographics, analysis, modelling and report writing. The major areas covered include - Preparation - Data collection - Communications, advertising, the media and the internet - Analysis and modelling - Presenting the results - The impact of the internet on research techniques This is a key text for research practitioners as well as for students of business, marketing or professional qualifications, which will be referred to again and again by serious market research practitioners.

More Guerrilla Marketing Research

Author : Robert J. Kaden
ISBN : 9780749458461
Genre : Business & Economics
File Size : 83. 30 MB
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More Guerrilla Marketing Research, the follow-up title to Guerrilla Marketing Research destroys the myth that only big companies can afford marketing research. The new book focuses on why small and mid-sized businesses can benefit from conducting focus groups and surveys - and how they can do it, by asking the right questions, the right way, and effectively using the answers to make more money. Authored by Robert J.Kaden, Gerald Linda and Jay Conrad Levinson, More Guerrilla Marketing Research includes new and updated material on setting research goals and objectives; how to set a research budget; secondary research; qualitative research; research into emotions; customer satisfaction research; and the future of marketing research. This compelling book will take readers on a fascinating journey through one of the most misunderstood and under-utilized marketing techniques. The secrets unveiled and the tips offered will benefit the most sceptical business owner, manager or entrepreneur.

Marketing Research

Author : Frederick A. Webster
ISBN : 1555756522
Genre : Marketing
File Size : 40. 86 MB
Format : PDF, Mobi
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Marketing Analytics

Author : Wayne L. Winston
ISBN : 9781118417300
Genre : Computers
File Size : 66. 46 MB
Format : PDF, ePub, Docs
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Helping tech-savvy marketers and data analysts solve real-world business problems with Excel Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today's busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data. This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques—and achieve optimum results. Practical exercises in each chapter help you apply and reinforce techniques as you learn. Shows you how to perform sophisticated business analyses using the cost-effective and widely available Microsoft Excel instead of expensive, proprietary analytical tools Reveals how to target and retain profitable customers and avoid high-risk customers Helps you forecast sales and improve response rates for marketing campaigns Explores how to optimize price points for products and services, optimize store layouts, and improve online advertising Covers social media, viral marketing, and how to exploit both effectively Improve your marketing results with Microsoft Excel and the invaluable techniques and ideas in Marketing Analytics: Data-Driven Techniques with Microsoft Excel.

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