Market Research Bible: Techniques in Application

Author: (USA) Daniel T. Denison, translated by Huang Weili
Publisher:
Publish Date: 2005-08-31
Features: Today, an increasing number of companies are utilizing various techniques of market research, not only to discover new markets, new products, and new customers, but also to improve the decision-making process of management and marketing, as well as to monitor customer service. The book "Market Research Handbook—Techniques in Practice" examines the environments where market research is necessary, explains what managers can expect to gain from research, and analyzes the types of business decisions that can be made based on research results. An organization that has a good understanding of its environment and monitors its activities effectively may be able to develop more competitive sales, marketing, and promotional strategies. This book is one of the practical market research series co-published with the Market Research Society. It offers invaluable guidance for students and market research salespeople, as well as for non-market researchers. It has a completely international perspective, providing comparative case studies from Europe, the United States, and other regions.