Market Research Bible. True Knowledge of Customers

Author: (USA) Merlin Wang Kaihu
Publisher:
Publish Date: 2005-08-01
Features: The Market Research Society is the world's largest international membership organization, with its members primarily professional researchers, as well as individuals engaged in marketing, social, and public opinion surveys. The Market Research Society currently has over 8,000 members from more than 50 countries. Members come from research companies, independent consulting firms, corporate research institutions, and academia, with diverse qualifications and work experience. All members must adhere to the Market Research Society's "Code of Conduct." For inquiries, members may refer to specific professional guidelines or call the Code of Conduct hotline. The Market Research Society provides training and professional development resources, offering certification and membership advancement services. It is the official accrediting body for the UK's market research professional qualifications. The Market Research Society offers publishing and intelligence services, providing members with opportunities to participate in conferences, seminars, and other networking events. Through media and public activities, the Market Research Society represents the voices of professional researchers in the industry, striving to create the best public and legal environment for market research. This book not only extensively discusses traditional areas of interest to market researchers and marketers, such as who the customers are, where they are, what behaviors they exhibit, what they purchase, and what they are preparing to purchase. It also delves deeply into the thoughts, feelings, motivations, and strategies that influence consumer behavior. "The Market Research Handbook—Customer Insight" introduces many of the latest models, tools, and survey findings, helping market researchers enrich their knowledge of database marketing and customer relationship management, and showing them how to apply this knowledge in market research activities. The book also explains how companies can gain customer insight through proper management and use of customer data. After reading this book, readers will understand the true nature of customer management, learn what kind of information is needed, and how to organize information to support customer management.