Overview
The Business of Marketing Research presents readers with a highly practical approach to marketing research. The text familiarizes students with foundational knowledge and skills, features ample practical examples and anecdotes, and is steeped and grounded in academic rigor. The opening chapter introduces readers to the discipline through discussion of the marketing research industry, the marketing research value chain, the strategic impact of high-quality research, and five key trends within the industry. Additional chapters walk readers through the processes of identifying and defining a business problem, reviewing existing data, collecting new data, making informed recommendations, and deploying strategic plans. Readers learn about the importance of high-quality deliverables and communication in marketing research, approaches to qualitative and quantitative study, introductory methods of analytics, and how to conduct brand and customer satisfaction research. Closing chapters address the application of neuroscience and the future of marketing research. Filling gaps in the current literature and well preparing readers for success in their profession, The Business of Marketing Research is a critical textbook for courses in marketing and marketing research. It is also an essential resource for marketing professionals.
Full Product Details
Author: Marco Vriens ,
Douwe Rademaker ,
Rogier Verhulst
Publisher: Cognella, Inc
Imprint: Cognella, Inc
Dimensions:
Width: 20.30cm
, Height: 1.70cm
, Length: 25.40cm
Weight: 0.633kg
ISBN: 9781516542772
ISBN 10: 1516542770
Pages: 330
Publication Date: 30 September 2020
Audience:
Professional and scholarly
,
Professional & Vocational
Format: Paperback
Publisher's Status: Active
Availability: Manufactured on demand
We will order this item for you from a manufactured on demand supplier.
Author Information
Marco Vriens is an assistant professor at the University of Wisconsin-La Crosse and the founder of Kwantum, an analytics firm. He earned a masters in psychology from Leiden University and a Ph.D. in business administration from the University of Groningen. He specializes in marketing analytics, brand research, research methodology, and consumer psychology and decision-making. He is the author of The Insights Advantage (2012), and editor of the Handbook of Marketing Research (2006). Douwe Rademaker is the global leader of Ipsos' Market Strategy and Understanding Service Line, responsible for foundational market and category research, strategic brand research, retail and shopper strategy, and marketing growth consultancy. Rogier Verhulst has been a market research practitioner for close to 20 years and currently serves as the head of marketing research at LinkedIn.
