marketing research tools and techniques

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Marketing Research Tools And Techniques

Author : Nigel Bradley
ISBN : 9780199655090
Genre : Business & Economics
File Size : 37. 26 MB
Format : PDF
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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.

Marketing Research

Author : Nigel Bradley
ISBN : 0199281963
Genre : Business & Economics
File Size : 54. 68 MB
Format : PDF, Mobi
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This edition of Marketing Research: Tools and Techniques provides an accessible and engaging insight into marketing research. Based on the concept of the Marketing Research Mix, it is organized around the core themes of research preparation, data collection, analysis and communication of findings.

The Handbook Of Mobile Market Research

Author : Ray Poynter
ISBN : 9781118935620
Genre : Business & Economics
File Size : 52. 92 MB
Format : PDF, ePub, Mobi
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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.

A Concise Guide To Market Research

Author : Erik Mooi
ISBN : 3642125417
Genre : Business & Economics
File Size : 74. 46 MB
Format : PDF, Docs
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This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device.

Internet Marketing Intelligence

Author : Edward Forrest
ISBN : PSU:000050588626
Genre : Business & Economics
File Size : 40. 24 MB
Format : PDF, ePub, Docs
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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.

Market Research Matters

Author : Robert Duboff
ISBN : 0471360058
Genre : Business & Economics
File Size : 41. 31 MB
Format : PDF, Kindle
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Strategic anticipation enables businesses to embrace shifts in the marketplace early on and align market research and forecasting into the structure of the business. This comprehensive book provides managers with tools they can use to align their company's market research and business planning efforts with their organization's overall business strategy and operations.

Marketing Research Tools And Techniques

Author : CTI Reviews
ISBN : 9781467204576
Genre : Education
File Size : 81. 45 MB
Format : PDF, ePub
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Facts101 is your complete guide to Marketing Research, tools and techniques. In this book, you will learn topics such as Secondary data, Primary data, Sampling, and Questionnaires and topic guides plus much more. With key features such as key terms, people and places, Facts101 gives you all the information you need to prepare for your next exam. Our practice tests are specific to the textbook and we have designed tools to make the most of your limited study time.

The Handbook Of Online And Social Media Research

Author : Ray Poynter
ISBN : 9780470971376
Genre : Business & Economics
File Size : 52. 85 MB
Format : PDF
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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

Healthcare Market Research

Author : Eric N. Berkowitz
ISBN : 1557386420
Genre : Social Science
File Size : 66. 32 MB
Format : PDF, ePub, Docs
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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.

Market Research In Practice

Author : Matthew Harrison
ISBN : 9780749475864
Genre : Business & Economics
File Size : 50. 28 MB
Format : PDF, Docs
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Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analyzing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences are included throughout to ground the concepts in business reality. Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research. Online resources include a range of tools, templates, surveys and guides.

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