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Strategic Market Research: A Guide to Conducting Research that Drives Businesses

Strategic Market Research: A Guide to Conducting Research that Drives Businesses
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Author(s): Anne Beall
Publisher: iUniverse
Paperback: 96 pages
Language(s): English
ISBN: 059549627X
Published On: 2008-11-03
Studio: iUniverse
Product Description
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 businessUsing the right research techniques to answer these questionsObtaining the level of depth required to have insightReading the nonverbal communications of research respondents when doing qualitative workIdentifying the emotional aspects of human behavior Using statistical analyses to understand what drives marketsGoing beyond the data to interpret the results and make strategic recommendationsIn 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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Customer Reviews
"Great book"
Written By: lcruz
The author is a marketing research expert and she describes how market information can support effective strategies through depth analysis.
"Interesting at times, but mostly a sales pitch"
Written By: Opac Man
This book is a very brief guide to marketing research, touching upon most of the key points to consider when conducting a research study, although in a rather superficial manner. The author has some good basic points on formulating correct research questions, setting up appropriate designs and using the most insightful data collection techniques. The author's Psychology background is particularly noticeable in the depth devoted to reading non-verbal cues. Readers looking for groundbreaking perspectives on strategic market research will however be dissapointed. The book is really aimed at non-experts, and rather than providing really useful or new information on the topic, its objective seems to promote the author's own consulting business: notice the extreme number of "happy endings", or the hilariously plain "subliminal" messages (my favorite: "So how do good researchers unearth he messy, sticky emotional world of the individuals they interact with for only a short period of time? We do it carefully" p. 50). Go for it only if you want a brief and basic primer on market research.

"Only for people who have never been exposed to research."
Written By: Joe Hopper
This is an introduction into the idea of conducting research. It is not at all a guide. If you are looking for a how-to this is definitely not it. I was rather disappointed based upon the description. It's not a bad book if you are new to research concepts and don't know why you would conduct qualitative research over quantitative, but if you are looking for insight into specific techniques, you'd be better off buying a stat textbook or a book specialized on one aspect of research. Again, not a bad book for someone new to the field, but definitely not a guide.
"An accessible introduction to market research methods"
Written By: Doc Molina
I use this book for a research methods course I teach at Cambridge College School of Management. Most marketing research textbooks are both too dense and expensive. Students are likely to forget or not ever apply 80% of what they read in a typical text book. This does not provide any information on statistics or measurement perse, but it is a practical, accessible, and wonderfully priced book for learning basic research concepts students/readers are likely to remember long term.
"Great book with great insights and tips"
Written By: Isabel Aneyba
Anne Bell is quite experienced solving clients' problems and finding opportunities through strategic research. This book offers a great overview and real-life examples of how strategic analysis is connected to insightful research. This book also presents her methodology of how to interpret the non-verbal reactions from respondents. WOW!
I fully recommend this concise book to researchers and clients who want to make strategic decisions through research and who want to contribute to their companies' sustainable growth.
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