State of The Art Marketing Research
This completely revised and updated edition ofState of the Art Marketing Researchis still the only comprehensive, all-in-one resource for planning, conducting, and applying marketing research in today's results-oriented environment. Clear, concise, and authoritative, the book describes the technologies that have revolutionized the marketing research discipline and have transformed the day-to-day practice of marketing research into an invaluable tool for actionable plans and programs. Written for managers and marketing executives who direct or communicate with researchers and marketing staff, this book takes the reader step-by-step through the research planning and development process:Defining marketing problems and preparing research plans and proposalsSelecting the best primary and secondary research methods for the problem at handDeveloping samples and questionnairesUsing focus groupsPresenting research resultsApplying research results to marketing problemsMaking research-based strategy decisionsIncluding new information on research for international markets and guidance on using the new technologies to develop information about today's fast-changing markets with examples from all sectors of business, this edition is an essential guide to the cutting-edge techniques for mastering today's markets.