About the book

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.

Content:

1. Market research labels
2. Market research links
3. Qualitative research solutions
4. Observational research solutions
5. Experimental designs
6. 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