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The AIM Process: A Systematic, Stepwise Procedure for Improving the Actionability of Marketing Research by Paul Conner

The AIM Process: A Systematic, Stepwise Procedure for Improving the Actionability of Marketing Research

by Paul Conner
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Book cover type: Paperback
  • ISBN13: 9780991629503
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Paul Conner Consumer Research Services - DBA
  • Publisher Imprint: Paul Conner Consumer Research Services - DBA
  • Publication Date:
  • Pages: 82
  • Original Price: USD 14.99
  • Language: English
  • Edition: N/A
  • Item Weight: 123 grams
  • BISAC Subject(s): Marketing / Research

The AIM Process efficiently and effectively provides a functional solution for a fundamental challenge that exists in marketing research - making it actionable. As the book describes, the challenge is created by a purpose-process disconnect. The process typically used to design and conduct marketing research is disconnected from its primary purpose, supporting marketing decisions and actions (i.e., Applications). In a systematic, stepwise procedure, The AIM Process serves as an invaluable manual for marketing researchers and marketing research users to work together in designing and conducting marketing research that provides solid direction in making decisions from its results.

Paul Conner has been a consumer/marketing researcher since 1982 serving a variety of businesses and working for all company types-agency, client, and supplier. In 2004 he founded Emotive Analytics (originally experiEmotive analytics), a consumer research firm devoted to assessing the emotional dynamics of consumer behavior. Mr. Conner's works and thinking have been published in Quirk's, QRCA Views, and Marketing News as cover stories and articles on topics such as consumer emotions, behavioral economics, and research design. Furthermore, he has spoken at AMA, QRCA, IFT, Path to Purchase Institute, Design & Emotion Society, and CTAM conferences and events.

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