TY  - BOOK
AU  - Roe,Michael M.
TI  - Market research in action
SN  - 9781861529381
AV  - HF5415.2 ROE 
PY  - 2004///
PB  - Thomson Learning
KW  - Marketing research
N1  - 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
N2  - 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
ER  -