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Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines both the quantitative and qualitative aspects of marketing research, and addresses its utility for both the researcher and the end user.

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Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and…

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Since it was first published more than twenty-five years ago, Asking Questions has become a classic guide for designing questionnaires?the most widely used method for collecting information about people?s attitudes and behavior. An essential tool for market…

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Provides comprehensive coverage of the classic areas that market researchers and marketers need to focus on.

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The revolution in big data has enabled a game-changing approach to marketing. The asynchronous and continuous collection of customer data carries rich signals about consumer preferences and consumption patterns. Use of this data can make marketing adaptive,…

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A Groundbreaking Pricing Model for the New Business Landscape Why would any customer choose Brand X over Brand Y, regardless of price? In a word: Value. When customers feel they are getting good value from your product or service, they are more than happy to pay…

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This book provides an overview of the current state of video analysis, including the most recent developments in this rapidly growing field. It covers various methodological approaches. The authors address practical and technical questions and potential problems…

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