Midlands State University Library
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Market research in action / created by Michael M. Roe

By: Material type: TextTextPublisher: Thomson Learning, 2004Description: xi, 260 pages : illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781861529381
Subject(s): LOC classification:
  • HF5415.2 ROE
Contents:
PART 1: MARKET RESEARCH LABELS AND LINKS.1. Market research labels.2. Market research links.PART 2: MARKETING PROBLEMS AND THEIR RESEARCH SOLUTIONS.3. Qualitative research solutions4. Observational research solutions5. Experimental designs6. 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.
Summary: This text examines various marketing research techniques using a case study based on a real product - Snackpots - which was introduced by UNILEVER to compete with Pot Noodles. The use of this device shows how research impacts on product development and the product launch
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Book Harare Campus Library Open Shelf HF5415.2 ROE (Browse shelf(Opens below)) 163326 Available BK151419

Includes index

PART 1: MARKET RESEARCH LABELS AND LINKS.1. Market research labels.2. Market research links.PART 2: MARKETING PROBLEMS AND THEIR RESEARCH SOLUTIONS.3. Qualitative research solutions4. Observational research solutions5. Experimental designs6. 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.

This text examines various marketing research techniques using a case study based on a real product - Snackpots - which was introduced by UNILEVER to compete with Pot Noodles. The use of this device shows how research impacts on product development and the product launch

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