Market Research Bible - Understanding Your Customers

Author: (American) Mo Lin et al. (Auth.), Wang Kaihu et al. (Trans.)
Publisher:
Publishing Date: 2005-08-01
Features: The Marketing Research Association (MRA) 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 MRA currently has over 8,000 members from more than 50 countries. Members come from survey companies, independent consulting firms, corporate research institutions, and academia, with diverse qualifications and work experience. All members must adhere to the MRA's "Code of Conduct." In case of any questions, members may refer to specific professional guidelines or call the Code of Conduct hotline. The MRA provides training and professional development resources, offering certification and membership advancement services. It is the official accrediting body for the UK's marketing research professional qualifications. The MRA offers publishing and information services, providing members with opportunities to participate in conferences, seminars, and other exchange activities. Through media and public events, the MRA represents the voices of professional researchers, striving to create the best public and legal environment for marketing 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 Marketing 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 to marketing 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.