Market Research Handbook. Measurement, Approach and Practice

Книга "Market Research Handbook. Measurement, Approach and Practice". The results of marketing research can inform marketing decisions such as in concept/product testing, market segmentation, competitive analysis, customer satisfaction studies, etc. and illustrates 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 [link] 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 cas...