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Market Research Handbook: Measurement, Approach and Practice by Jie Xu

Market Research Handbook: Measurement, Approach and Practice

by Jie Xu
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Book cover type: Paperback
  • ISBN13: 9780595364015
  • Binding: Paperback
  • Subject: N/A
  • Publisher: iUniverse
  • Publisher Imprint: iUniverse
  • Publication Date:
  • Pages: 190
  • Original Price: USD 18.95
  • Language: English
  • Edition: N/A
  • Item Weight: 304 grams
  • BISAC Subject(s): Marketing / Research and Development / General

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 agencies.

The 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 case studies derived from customized projects at research agencies which also make this book easy to understand for student and beginners.

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