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Market Research in Action is an examination of various marketing research techniques using a running case study based on a real product. The use of this device shows how research impacts on product development and the product launch, with particular reference to fast moving consumer goods. To demonstrate other marketing research techniques the author has added additional cases introducing a selection of techniques to show how these techniques are developed or used in different arenas, for instance while dealing with service products or marketing in a retail, international and B2B marketing environment.
List of 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.
Summary
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 additional cases introducing a selection of techniques to show how these techniques are developed or used in different arenas.
