Strategic Market Research by Dr. Anne E. Beall
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- ISBN: 059549627X
- Publisher: iUniverse, Incorporated
- Pub. Date: October 2008
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Synopsis
What determines whether market research makes a difference for an organization? The difference is the approach. Strategic market research is an approach that makes a large impact on the companies that use it. In Strategic Market Research, author Anne Beall shares her unique approach for conducting market research.
With more than fifteen years experience of conducting market research, Beall details a set of strategic research principles she has developed. Strategic Market Research discusses:
Identifying the strategic questions that will help a business
Using the right research techniques to answer these questions
Obtaining the level of depth required to have insight
Reading the nonverbal communications of research respondents when doing qualitative work
Identifying the emotional aspects of human behavior
Using statistical analyses to understand what drives markets
Going beyond the data to interpret the results and make strategic recommendations
In addition to talking about qualitative as well as quantitative research, Strategic Market Research provides real-life examples of how these concepts have been applied in businesses and non-profit organizations. Implementing the strategic approach from the beginning to the end of a project provides information that inspires and changes organizations.
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A "keeper" for every consumer marketerby Evmark
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04/20/2009: Strategic Market Research is a practical, well-written guide to conducting effective consumer research. Dr. Beall efficiently covers each step of the research process, from planning through execution and analysis, delivering a wealth of knowledge in each chapter. This is not an encyclopedic "how to" guide, but rather a concise primer on "how to do it better. " Strategic Market Research is highly recommended for marketers who use market research (e.g., brand teams, product managers, advertising and PR agencies) to develop a clear appreciation for the difference between using research to collect data versus skillfully using it to obtain rich insights that support informed fact-based decision-making. Chapter 9: "Common Pitfalls in Market Research" should be required reading prior to every research planning meeting.
Practical Guidance for More Effective Market Researchby LBBrenner
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03/10/2009: Too often today, organizations expend considerable amounts of money conducting research that doesn't inform their business decisions. This publication helps professional understand how to strategically structure their market research efforts to produce meaningful - and actionable - information. The book is clear, concise and easy to read. And there's a lot of helpful advice for making any market research more focused and effective.
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