Market research Books
Pearson Education Consumer Behavior Buying Having and Being plus
Book SynopsisFor courses in Consumer Behavior. This package includes MyMarketingLab(TM) Beyond Consumer Behavior: How Buying Habits Shape Identity Solomon's Consumer Behavior: Buying, Having, and Being deepens the study of consumer behavior into an investigation of how having (or not having) certain products affects our lives. Solomon looks at how possessions influence how we feel about ourselves and each other, especially in the canon of social media and the digital age. In the Twelfth Edition, Solomon has revised and updated the content to reflect major marketing trends and changes that impact the study of consumer behavior. Since we are all consumers, many of the topics have both professional and personal relevance to students, making it easy to apply them outside of the classroom. The updated text is rich with up-to-the-minute discussions on a range of topics such as Dadvertising, Meerkating, and the Digital Self to maintain an edge in the fluid and evolving field of consumer behavior. This p
£50.99
Taylor & Francis Ltd (Sales) Netnography Unlimited Understanding Technoculture
Book SynopsisNetnography has become an essential tool for qualitative research in the dynamic, complex, and conflicted worlds of contemporary technoculture. Shaped by academic fields, industries, national contexts, technologies and platforms, and languages and cultures for over two decades, netnography has impacted the research practices of scholars around the world. In this volume, 34 researchers present 19 chapters that examine how they have adapted netnography and what those changes can teach us. Positioned for students and researchers in academic and professional fields, this book examines how we can better use netnographic research to understand the many ways networked technologies affect every element of contemporary business life and consumer existence. Netnography Unlimited provides an unprecedented new look at netnography. From COVID-19 to influencer empathy, gambling and the Dark Web to public relations and the military, AI and more-than-human netnography to video-streaming and auto-netnography, there has never been a wider or deeper treatment of technocultural netnographic research in one volume. Readers will learn what kind of work they can do with netnography and gain an up-to-date understanding of the most pressing issues and opportunities. This book is a must-read for those interested in technology, research methods, and contemporary culture. Table of ContentsSection 1. Netnography mobilized. 1. Netnography today: a call to evolve, embrace, energize, and electrify (Robert V. Kozinets). 2. Netnography to uncover cryptomarkets (Alexia Maddox). 3. Netnography to explore gambling practices: situating and advancing discourse and method (Killian O’Leary). 4. In the public interest: netnography to impel policy and regulatory change (Robert V. Kozinets, Rossella Gambetti, Ulrike Gretzel, Maribel Suarez and Caroline Renzulli). Section 2. Netnography territorialized. 5. Netnography in the healthcare and nursing sector (Martin Salzmann-Erikson and Henrik Eriksson). 6. Netnography in a military context: ethical considerations (Donna Schuman, Donald Schuman, Natalie Pope and Amy Johnson). 7. Political netnography: a method for the study of power and ideology in social media (Dino Villegas). 8. Netnography in public relations (Margalit Toledano). 9. Netnography in tourism beyond Web 2.0: a critical assessment (Rokhshad Tavakoli and Paolo Mura). Section 3. Netnography industrialized. 10. Netnography applied: five key lessons learned from sixteen years of field experience (Michael Bartl and Constance Casper). 11. Netnography in the banking sector (José-Serafin Clemente-Ricolfe and Roberto Cervelló Royo). 12. The best of both worlds: methodological insights on combining human and AI labor in netnography (Anna Marchuk, Stefan Biel, Volker Bilgram and Signe Worning Løgstrup Jensen). 13. Global beautyscapes: an innovation-centered netnography of Chinese skin care and cosmetics consumers (Rossella Gambetti, Robert V. Kozinets, Ulrike Gretzel, Pierfranco Accardo and Luisella Bovera). Section 4. Netnography humanized. 14. Auto-netnography in education: unfettered and unshackled (Elizabeth Howard). 15. Getting up, close and personal with influencers: the promises and pitfalls of intimate netnography (Anthony Patterson and Rachel Ashman). Section 5 - Netnography theorized. 16. Netnography in human and non-human networked sociality (Sarah Quinton and Nina Reynolds). 17. Online ethnography and social phenomena on the move: time construction in netnography and mobile ethnography (Birgit Muskat). 18. Netnography in live video streaming (Yi-Sheng Wang). 19. Netnography, digital habitus, and technocultural capital (Rossella Gambetti).
£130.50
Ebury Publishing Million Dollar Weekend: The Surprisingly Simple
Book Synopsis'A lively read that provides a practical step-by-step guide to founding a business.' The Financial Times It's time to leapfrog the only hurdle between you and a million-dollar company.More people than ever want to be their own boss, but venturing forward with your own business can be hugely intimidating. Are you investing effort in ideas that have no basis in customer demand? Are you shying away from even considering starting your own business? Noah Kagan knew this feeling all too well, but has since discovered how to banish the one simple thing holding aspiring entrepreneurs back, to become a 7-figure founder.MILLION DOLLAR WEEKEND offers an into-the-deep-end process for overcoming fear and perfectionism and making the business of your dreams a reality. Step-by-step, Noah shows what it takes to oust fear and build the "ask muscle", and shares practical advice that every entrepreneur needs to master. By demystifying what it takes to start a business, turning risk into realistic action and fear into fun, this is the beginning of your journey to successful entrepreneurship.And the best part? You can kickstart this process in a weekend.Trade ReviewA lively read that provides a practical step-by-step guide to founding a business and quickly finding product-market fit. * The Financial Times *Noah Kagan changed my life. I created a business because of him. That business went on to sell for tens of millions of dollars. His writing and ideas are easy to follow and incredibly entertaining. Million Dollar Weekend is the real deal. * Sam Parr, Cofounder of Hampton, Founder of Hustle, Host of My First Million *I admire Noah. This guy has put in the hard work for many years and I’ve watched him stay relevant & put up wins time and time again. I continue to cheer for him! * Gary Vaynerchuk, CEO of Vaynermedia and Veefriends, five-time New York Times bestselling Author *Essential reading for the modern entrepreneur. If you're looking for a book that instils confidence and fun into starting a business, this is it. I love how he focuses on overcoming fear, not spending any money, and making it happen all in a weekend. * Marie Forleo, New York Times bestselling Author of Everything Is Figureoutable *Noah is an animal! Absolutely fearless. I've never met anyone faster at going from idea to first sale. * Tom Bilyeu, Founder of Quest Nutrition, Host of Impact Theory *
£15.29
Springer International Publishing AG Chinese Electric Vehicle Trailblazers: Navigating
Book SynopsisFrom business models to unique selling propositions, from product offerings to sales, marketing and pricing strategies, this book reveals what sets Chinese electric car manufacturers apart from their Western counterparts.Chinese automakers are gradually establishing themselves as the new trendsetters in the automotive industry as they make technological advances in various fields, especially in electric vehicles. As more of them look overseas for opportunities, especially in the European market, it is time for the local players to better understand who they are up against and take steps to keep up with the rapid growth of their Far Eastern competitors. Based on Simon-Kucher’s project experience, this book shows what is going on behind the Great Wall, informs readers about the latest technological trends and advances in China, and offers suggestions on what Chinese newcomers should bring with them when they come to town. Sharing valuable insights for all readers with an interest in the electric vehicle (EV) industry, this book will be particularly relevant for managers and decision-makers at Western OEMs, suppliers, and other relevant players in the automotive industry.Table of Contents1. Chinese EV Players: From followers to trailblazers.- 2. The history of the Chinese EV industry.- 3. An overview of the EV stakeholders in China.- 4. Electrification – Routes to the future.- 5. Smartification – the holy grail of EV.- 6 Chinese route to market.- 7. Avoiding the innovation curse.- 8. On the march to Globalia.- 9. Roadblocks to success10. What the future has in store
£26.39
Pearson Education The Practice of Market Research
Book SynopsisYvonne McGivern has worked on both the agency and the client side and currently works as a consultant. She taught research methods at Queen's University Belfast and at Trinity College Dublin. She is Joint Chief Examiner for the MRS Advanced Certificate in Market and Social Research Practice.
£53.99
Kogan Page Market and User Research Operations
Book SynopsisStephanie Marsh (she/they) is a leading UX research professional, currently UX Research Operations Lead at Springer Nature based in London, UK. They are the former Head of User Research and Analysis for the UK Government Digital Service and former Head of Digital Strategy for the UK Ministry of Defence. She was previously a consultant at Bunnyfoot, a leading UX consultancy in the UK. They have contributed chapters to a range of peer-reviewed texts in related fields and has delivered talks on UX Research, Research Operations and UX strategies at a range of conferences and industry events.
£25.64
Springer International Publishing AG Find Your MarketOriented Competitive Advantage
Book SynopsisCompetitive advantage is the core of a winning strategy. This book helps a business create a competitive advantage. It replaces product- and production-oriented thinking with a market-oriented way of thinking. Competitive advantages are created only by thinking in new way. By thinking what has not been thought.
£37.99
Springer International Publishing AG Made for China: Success Strategies From China’s
Book SynopsisThis book shares unique perspectives on the successful global evolution and future ambitions of Chinese consumer companies. It presents an unprecedented collection of one-on-one interviews with some of the most influential leaders in China, whose companies offer diverse products and services. Further, the book offers future business leaders encouragement and guidance on how to ride the consumer wave in China. It also investigates some of the foremost current trends, revealing the best opportunities for companies to succeed on the Chinese market. Written by a successful business leader, this book is a timely must-read for anyone seeking to understand Chinese consumers, the Chinese market and what makes Chinese entrepreneurs tick – helping them learn how to do business “Made for China”.Table of ContentsChina's Customers and How to Lead the Trend With Them.- The Face - Accelerating Customer Individuality.- The Family - Enhancing Quality of Life.- The Food - Aspiring to a Healthy and Fashionable Diet.- Fun, Entertainment and Leisure.- Made for China - The Future.
£18.74
McGraw-Hill Education Essentials of Marketing Research ISE
Book SynopsisEssentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors'' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects. A continuing case and corresponding data sets included. Available with McGraw-Hill Connect and SmartBook 2.0. Table of ContentsPart 1: The Role and Value of Marketing Research Information Chapter 1: Marketing Research for Managerial Decision Making Chapter 2: The Marketing Research Process and Proposals Part 2: Designing the Marketing Research Project Chapter 3: Secondary Data, Literature Reviews, and Hypotheses Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches Chapter 5: Descriptive, Predictive and Causal Research Designs Part 3: Gathering and Collecting Accurate Data Chapter 6: Sampling: Theory and Methods Chapter 7: Measurement and Scaling Chapter 8: Designing the Questionnaire Part 4: Data Preparation, Analysis, and Reporting the Results Chapter 9: Qualitative Data Analysis Chapter 10: Preparing Data for Quantitative Analysis Chapter 11: Basic Data Analysis for Quantitative Research Chapter 12: Examining Relationships in Quantitative Research Chapter 13: Communicating Marketing Research Findings
£54.14
BIS Publishers B.V. How to Research Trends (Revised Edition): Move
Book SynopsisWelcome to the all-new, revised and revamped edition! Embark on an exciting journey into the future, using trend research as your compass. Take a deep dive into the future with this book as your trusty companion. "How to Research Trends" shows you how to navigate and explore using the powerful tool of trend research. Learn how to scan the environment for signs of change, analyze trend spots, and apply insights to kickstart innovation. This revised edition is designed for professionals who want to incorporate trend research into their own work. It features new interviews with professionals and agencies, as well as new theories, including Shalom Schwartz's human values model and Sharpe's Three Horizons Framework. Learn how to use trend research to explore the future, and you'll be prepared for change and the uncertainties it brings. Interviews with professionals that provide insights on how to implement trends. Various activities and tools to be used individually or in a team. A dedicated chapter on how to set up your own trend practice within your organisation.
£24.00
Pearson Education (US) Product Analytics
Book SynopsisJoanne Rodrigues is an experienced data scientist with master's degrees in mathematics, political science, and demography. She has six years of experience in statistical computing and R programming, as well as experience with Python for data science applications. Her management experience at enterprise companies leverages her ability to understand human behavior by using economic and sociological theory in the context of complex mathematical models.Table of Contents Part I: Qualitative Methodology Chapter 1: Data in Action: A Model of a Dinner Party Chapter 2: Building a Theory of the Universe–The Social Universe Chapter 3: The Coveted Goal Post: How to Change User Behavior Part II: Basic Statistical Methods Chapter 4: Distributions in User Analytics Chapter 5: Retained? Metric Creation and Interpretation Chapter 6: Why Are My Users Leaving? The Ins and Outs of A/B Testing Part III: Predictive Methods Chapter 7: Modeling the User Space: k-Means and PCA Chapter 8: Predicting User Behavior: Regression, Decision Trees, and Support Vector Machines Chapter 9: Forecasting Population Changes in Product: Demographic Projections Part IV: Causal Inference Methods Chapter 10: In Pursuit of the Experiment: Natural Experiments and the Difference-in-Difference Design Chapter 11: In Pursuit of the Experiment Continued: Regression Discontinuity, Time Series Modelling, and Interrupted Time Series Approaches Chapter 12: Developing Heuristics in Practice: Statistical Matching and Hill’s Causality Conditions Chapter 13: Uplift Modeling Part V: Basic, Predictive, and Causal Inference Methods in R Chapter 14: Metrics in R Chapter 15: A/B Testing, Predictive Modeling, and Population Projection in R Chapter 16: Regression Discontinuity, Matching, and Uplift in R Conclusion
£36.09
Taylor & Francis Ltd Value First Then Price
Book SynopsisValue-based pricing pricing a product or service according to its value to the customer rather than its cost is the most effective and profitable pricing strategy. Value First, Then Price is an innovative collection that proposes a quantitative methodology to value pricing and road-tests this methodology through a wide variety of real-life industrial and B2B cases.This book offers a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, it provides students and researchers with a method by which to draw invaluable data-driven conclusions, and gives sales and marketing managers the theories and best practices they need to quantify the value of their products and services to industrial and B2B purchasers. The 2nd edition of this highly-regarded text has been updated in line with current research and practice, offering three new chapters covering new case studies and best practice examples oTrade Review"A ‘must read’ for any B2B marketer. These seminal cases not only illuminate the essentials of value based business marketing, but with detailed examples show you how to implement a value based approach in the turbulent world of today’s business market. Real, Good, Practical stuff from professionals who’ve done it."Ralph A. Oliva, Director, Institute for the Study of Business Markets and Professor of Marketing, Smeal College of Business, Penn State University, USA"By combining an impressive list of expert analysts with real-world case studies, Value First, Then Price gives businesses the latest strategies and tactics needed to improve company margins and profit performance. Because the focus here is on customer quantifiable values, the book correctly shifts emphasis from a producer’s features to an end-user’s benefits."Kevin Mitchell, President, The Professional Pricing Society, Inc."Todd Snelgrove’s description and measurement of a new view on Total Cost of Ownership (TCO), a more holistic measurement focused around Cost, Benefit, and Value called Total Profit Added™ (TPA) is a great step in the evolution of enabling both buyers and sellers to make the right decisions based on best value not lowest price."Thomas Choi, Professor, Arizona State University and Executive Director, Center for Advanced Procurement Studies"Recent research shows that far less value (and cost reduction) is achieved through traditional negotiation than can be gained through understanding markets, needs and opportunities for creative collaboration. If you care about business and personal success, value must be your priority."Tim Cummins, President, World Commerce and Contracting"The war for value is today’s biggest business challenge. Value First, Then Price is an invaluable, thought-provoking guide to this debate."Nigel Barlow, International Consultant on Innovation and Value"In our work with some of the world’s industrial manufacturers, we’ve seen that companies that focus on value from both the buy and sell side enjoy a competitive edge. Top-performing industrials are eight times more likely to take a value-based approach toward pricing, and companies that measure and buy based on total cost of ownership are 35% more profitable. Buyers have never been better informed on the total cost of ownership, and companies that are still talking about features and benefits are getting left behind."Stephen Gold, CEO of MAPI—Manufacturers Alliance for Productivity & Innovation"My own research confirms McKinsey’s, that only 5% of companies have value propositions. No wonder buyers have the upper hand! The world really needs this book and I congratulate Andreas Hinterhuber and Todd Snelgrove on putting together a truly fantastic piece of work."Malcolm McDonald, MA (Oxon) MSc PhD DLitt DSc, Emeritus Professor, Cranfield University School of Management, UK"In business-to-business markets, managers must bridge the gap between those who say that it is only by value that firms can thrive in the long term and those who suggest that buyers will buy on price. Value can be created and captured. The bad news is that it is extremely difficult, but the good news is that a systematic approach is likely to yield dividends. In this important book Andreas Hinterhuber and Todd Snelgrove have harnessed the world’s top value creation experts to provide an insightful and complete roadmap."John Roberts, Fellow, London Business School, UK and Professor, University of New South Wales, Australia"What a comprehensive way to present value. From the discussions to the articles, a must have guide for professionals and companies that want to buy, produce and sell any product or services based on value."João Ricciarelli, Executive President America's, Leadec"It’s not often you read a business book, learn from it and have fun doing so. Value First, Then Price by Hinterhuber and Snelgrove is one of those rare exceptions. I don’t care whether you are on the buy or sell side of the equation, this book is for you. It is a fantastic engaging read. The material is thought provoking with great integration of theory: from value, to ROI and results. It is simply a very practical business book."Stephen Kozicki is on the Advisory Panel for HBR and lectures at business schools including Macquarie University, University of Technology and The Australian Catholic University, Australia"Much has been said and written about value in industrial markets. But how to put the idea to practice? This book focuses on what matters most: to 'challenge' customers and help them rethink their assumptions, vendors need data and value quantification. The authors provide a practical, hands-on roadmap for value pricing that both buyers and sellers can follow for achieving better business results."Wolfgang Ulaga, Senior Affiliate Professor of Marketing, INSEAD, France"Value First, Then Price is a much-needed work and deserves a place in most CPO and sales offices."Keld Jensen, Author of ‘The Trust Factor—Negotiating in SMARTnership’, Professor and Advisor in Negotiations"SAMA research emphasizes that most companies are significantly lacking in internal processes for value-based negotiation, value creation, value-based pricing and value monetization. Snelgrove and Hinterhuber provide great insights and methodologies for companies to fill these gaps."Bernard Quancard, Retired President and CEO Strategic Account Management Association (SAMA)"Quantifying and understanding the value proposition is key to business success. This book gets directly to the bottom line by taking both a buyer and seller perspective and presenting value based purchasing in a way that all purchasing professionals need to understand."Wendy L. Tate, PhD, Associate Professor of Supply Chain Management, University of Tennessee, USA"Value First, Then Price is a timely and rare contribution, providing not only invaluable insights, but also a practical methodology of how to perceive, quantify and capture value. From the perspective of emerging and new market economies, it offers the ultimate answer on how to escape the enduring 'lower cost—lower price' trap, and how to shift towards a sustainable, value creation driven path that leads to business and economic development."Modestas Gelbūda, PhD in International Business, Aalborg University, Denmark; Managing Director, Baltic Institute for Leadership Development, Lithuania and Associate Professor, ISM University of Management and Economics, Lithuania"At a time when both customers and suppliers are over focused on product prices as a determinant of business transactions, this book offers a fresh way out by arguing for a new way of looking at the economics of exchange between buyers and sellers where price is just one element in determining the true value of what is bought and sold. More specifically, the book informs purchasing officers about the often ignored actual cost and inherent value (in total savings, returns on investment, etc.) of what they buy, and provides suppliers with tools to quantify and communicate the hidden value in what they sell. I highly recommend this book to professionals in procurement, sales and marketing, and general management."Kamran Kashani, IMD, Switzerland"The Editors and their authors have tackled a problem that has faced buyers and sellers for years: how to define the concept of value that aligns with two different views of the world. Sales claims to sell based on value, and purchasing claims to buy based on value, yet both parties view this concept from fundamentally different viewpoints. This book articulates these differences, and creates a framework that can help resolve the issues, creating a mutually compatible lens for understanding this often misunderstood concept."Robert Handfield, Bank of America, Distinguished Professor of Supply Chain Management and Director of Supply Chain Resource Cooperative, North Carolina State University, USATable of ContentsPart I: Introduction 1. Introduction Part 2: Selling Value: Value Quantification Capabilities 2. Value First, Then Price: The New Paradigm of B2B Buying and Selling 3. Interview: Processes and capabilities for value quantification 4. Muddling through on Customer Value in Business Markets? 5. Interview: Nurturing value quantification capabilities in Strategic Account Managers 6. Salesforce Confidence and Proficiency: The Main Cornerstone of Effective Customer Value Management Part III: Selling Value: Best Practices in Value Quantification 7. Value quantification: Processes and best practices to document and quantify value in B2B 8. Quantifying your value so customers are willing and able to pay for it 9. An inside-look at value quantification of competitive advantages: how industry leaders prove value to their customers 10. Value quantification for services 11. Quantifying intangible benefits: best practices to increase willingness to pay while creating longer-lasting customer relationships 12. Towards a shared understanding of value in B2B exchange: Discovering, selecting, quantifying, and sharing value Part IV: Buying on Value: Value Quantification and B2B Purchasing 13. Value first, cost later: Total Value Contribution as a new approach to sourcing decisions 14. Interview: Selling value to purchasing 15. Using Best Value to Get the Best Bottom Line 16. Value Selling: The crucial importance of access to decision makers from the procurement perspective 17. The Sourcing Continuum to Achieve Collaboration and Value Part V: Value Quantification and Organizational Change Management 18. Interview: Implementing value quantification in B2B 19. Interview: The ring of truth - value quantification in B2B services Part VI: Buying and Selling on Value: Value Quantification Tools 20. A Question of Value: Customer Value Mapping versus Economic Value Modeling 21. Why start-ups should consider using value propositions 22. Creating and Sustaining Competitive Advantage Through Documented Total Cost Savings Part VII: Epilogue 23. A call to action: value quantification in B2B buying and selling 24. Quotes and Statistics to Help you on Your Value Selling Journey 25. The Present and Future of Value Quantification
£45.99
Bloomsbury Publishing PLC The Essentials of Contemporary Marketing
Book SynopsisAn essential guide to contemporary marketing that demonstrates, via case studies, the move towards marketing techniques that better reflect consumer needs.As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer. When implemented, these contemporary strategies offer the greatest support for their client base, with a product range that adapts to the desires of the target market. The channels used to underpin these strategies are also radically different from traditional methods placing emphasis upon platforms such as social media.Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Essentials of Contemporary Marketing covers a wide range of themes, including:- Consumer behaviour- The latest marketing research- Services marketing- Brand manageTrade ReviewDispenses with the vast amount of marketing jargon and clearly lays out the foundations for marketing success. -- Matthew Housden, marketing consultant, author, academic and trainerOne of the most comprehensive marketing books that every student and practitioner should use to learn about the latest theories, tools and techniques to take their marketing potential to new heights. -- Ritchie Mehta, Founder and CEO, School of MarketingA straightforward, easy to understand marketing roadmap on how to thrive in our fast changing times. -- Hap Klopp, Founder and former CEO, The North FaceComprehensive yet concise and insightful, The Essentials of Contemporary Marketing is highly engaging and easy to read. Key concepts balanced with practical applications provide a valuable resource to students or those seeking to better understand marketing. -- John Bredican, Teaching Fellow in Marketing, King’s College London
£22.50
The Complaining Cow 101 Habits of an Effective Complainer
Book SynopsisSometimes complaining can be hard. You may need some confidence, it can take time or you just don't know where to start. Although written in a light-hearted style this book packs a punch and will help get you in the perfect frame of mind for complaining effectively. 101 Habits of an Effective Complainer has been designed to improve the way you look at and make complaints. Each page gives you a complaining habit to consider and an example of how and why it empowers you to become more effective in getting the results you want. The foreword from the financial journalist, Paul Lewis, shows how anyone can benefit from this book! Read it cover to cover or dip into it when you need to find some inspiration from its clear examples and entertaining images.
£12.34
Oxford University Press Marketing
Book SynopsisVery Short Introductions: Brilliant, Sharp, InspiringMarketing is pivotal in today''s world. Used for determining and satisfying the needs of the customer, it stands at the interface between an organisation and its environment. Marketing provides customer and competitor information to the organisation, as well as creating awareness of the company''s offering. As globalization creates increasing challenges to established marketing practices, marketing efforts need to reposition and adapt continuously to maintain an organisation''s ability to reach potential customers. This Very Short Introduction provides a general overview of the function and importance of marketing to modern organisations. Kenneth Le Meunier-FitzHugh discusses how marketing remains central to creating competitive advantage, and why it needs to be forward looking and constantly reinventing itself in line with new developments in the marketplace, such as the growth of social media, and the importance of ethics and responsible marketing. He shows how this has led to the role of marketing expanding beyond advertising and promotion, encompassing a broader sense of customer relationship management. He also considers how marketers need to remain able to manage the marketing mix in response to their understanding of customer''s purchasing habits. ABOUT THE SERIES: The Very Short Introductions series from Oxford University Press contains hundreds of titles in almost every subject area. These pocket-sized books are the perfect way to get ahead in a new subject quickly. Our expert authors combine facts, analysis, perspective, new ideas, and enthusiasm to make interesting and challenging topics highly readable.Table of Contents1: The nature of marketing 2: Market research 3: Marketing segmentation, targeting and positioning, and the role of branding 4: Customer and buyer behaviour and the value proposition 5: Marketing promotions (communications) and social media 6: Price and managing channels 7: Product, new product development and service marketing 8: The changing nature of marketing Final reading Index
£9.49
Taylor & Francis An Introduction to Quantitative Research Methods
Book Synopsis
£41.79
Taylor & Francis Social Network Analysis and Text Mining for Big
Book SynopsisSocial Network Analysis and Text Mining for Big Data presents cutting-edge methods and tools that bridge the gap between text mining and social network analysis research while also providing new insights for analyzing (big) textual and network data. These tools are designed to cater to the needs of both business analysts and researchers to facilitate the creation of groundbreaking analytics.Beginning with clear definitions of social network analysis and text mining, this book benefits from a thoughtfully curated selection of methods and tools, drawn from the authorsâ extensive research in the field. The focus then shifts to demonstrate how the interplay between words and networks can unlock the full potential of big data analytics. A centerpiece of the book is the Semantic Brand Score (SBS), a versatile and powerful metric for assessing brand importance through text analysis. All of the above is corroborated and illustrated with practical applications and case studies showing the value of these analytics in supporting change and improved managerial decisions. It also introduces a specialized software tool which enables users to perform the analyses detailed in the text.This book is a must-read for business leaders, marketing professionals, policymakers, researchers, and university students. It offers practical insights and actionable advice for achieving increased performance of companies and societal actions. The writing is tailored to make complex concepts accessible to both experienced researchers and readers who are new to the field.
£36.99
John Wiley & Sons Inc Marketing Research
Book SynopsisMarketing Research, 13th Edition presents a clear and comprehensive introduction to the field, with a strong focus on methodologies and the role of market research in strategic decision making. Employing a unique macro-micro-macro approach, the text begins with a broad overview of market research and its place withinand value toan organization, before zooming in to detail the granular view of the research process. Step-by-step explanations cover the latest methodologies and current practices, highlighting advanced techniques as well as their limitations and potential benefits, followed by a high-level discussion of research applications. An emphasis on real-world processes is underscored by end-of-chapter cases, allowing students to apply what they've learned in the context of real-life examples covering a broad range of products and organizations. This practical approach promotes engagement while building essential critical analysis, interpretation, and decision-makTable of ContentsPart I The Nature and Scope of Marketing Research 1 A Decision-Making Perspective on Marketing Intelligence 1 Learning Objectives 1 An Overview of Business Intelligence 1 Introduction to Marketing Intelligence 4 Marketing Research 7 Role of Marketing Research in Managerial Decision-Making 9 Factors that Influence Marketing Research Decisions 17 Use of Marketing Research 19 Ethics in Marketing Research 20 The Respondent’s Ethics and Rights 21 International Marketing Research 23 Summary 25 Questions and Problems 25 End Notes 26 Case 1-1: Preteen Market—The Right Place to Be In for Cell Phone Providers? 27 Case 1-2: Best Buy on a Segmentation Spree 27 Case 1-3: Ethical Dilemmas in Marketing Research 29 2 Marketing Research in Practice 30 Learning Objectives 30 Information Systems Decision Support Systems and Marketing Research 31 Marketing Decision Support Systems 34 Suppliers of Information 37 Criteria for Selecting External Suppliers 43 Career Opportunities in Marketing Research 44 Summary 45 Questions and Problems 45 End Notes 45 Appendix: Marketing Research Jobs 46 3 The Marketing Research Process 47 Learning Objectives 47 Overview of the Marketing Research Process 47 The Preliminary Stages of the Marketing Research Process 48 Planning a New HMO 60 The International Marketing Research Process 62 Summary 66 Questions and Problems 66 End Notes 67 Case 3-1: A VideOcart Test for Bestway Stores 67 Case 3-2: Philip Morris Enters Turkey 69 4 Research Design and Implementation 71 Learning Objectives 71 Research Approach 73 Research Tactics and Implementation 79 Budgeting and Scheduling the Research Project 81 Research Proposal 83 Designing International Marketing Research 84 Issues in International Research Design 86 Summary 88 Questions and Problems 89 End Notes 89 Appendix: Errors in Research Design 90 Case 4-1: Reynolds Tobacco’s Slide-Box Cigarettes 91 Cases for Part I 95 Case I-1: Clover Valley Dairy Company 95 Part II Data Collection Section A: Secondary and Exploratory Research 5 Secondary Sources of Marketing Data 98 Learning Objectives 98 Secondary Data 99 Uses of Secondary Data 100 Benefits of Secondary Data 100 Limitations of Secondary Data 101 Internal Sources of Secondary Data 102 External Sources of Secondary Data 103 Census Data 109 North American Industry Classification System 111 Appraising Secondary Sources 112 Applications of Secondary Data 113 Sources of Secondary Data for International Marketing Research 117 Problems Associated with Secondary Data in International Research 117 Applications of Secondary Data in International Research 118 Summary 119 Questions and Problems 119 End Notes 120 Case 5-1: Barkley Foods 121 Case 5-2: Dell in Latin America? 122 6 Standardized Sources of Marketing Data 123 Learning Objectives 123 Retail Store Audits 124 Consumer Purchase Panels 125 Scanner Services and Single-Source Systems 128 Media-Related Standardized Sources 134 Applications of Standardized Sources of Data 136 Summary 138 Questions and Problems 138 End Notes 139 Case 6-1: Promotion of Rocket Soups 140 Case 6-2: Kerry Gold Products Ltd. 144 7 Marketing Research on the Internet 147 Learning Objectives 147 Current Trends in Web Usage 148 WWW Information for Marketing Decisions 149 The Internet and Marketing Research Today 154 The Internet and Marketing Research Developments 166 Issues and Concerns 167 Summary 169 Questions and Problems 169 End Notes 170 Case 7-1: Caring Children’s hospital 172 8 Information Collection: Qualitative and Observational Methods 173 Learning Objectives 173 Need for Qualitative Research 173 Qualitative Research Methods 174 Observational Methods 194 Recent Applications of Qualitative and Observational Methods 200 Summary 201 Questions and Problems 201 End Notes 202 Appendix: Myths of Qualitative Research: It’s Conventional but Is It Wisdom? 204 Case 8-1: Mountain Bell Telephone Company 205 Case 8-2: U.S. Department of Energy (A) 207 Case 8-3: Hamilton Beach Conducts Primary Research in Mexico and Europe 208 Section B: Descriptive Research 9 Information from Respondents: Issues in Data Collection 209 Learning Objectives 209 Information from Surveys 209 Sources of Survey Error 210 Methods of Data Collection 215 Factors Affecting the Choice of a Survey Method 216 Ethical Issues in Data Collection 220 Summary 222 Questions and Problems 222 End Notes 223 Case 9-1: Essex Markets 224 Case 9-2: More Ethical Dilemmas in Marketing Research 224 10 Information from Respondents: Survey Methods 226 Learning Objectives 226 Collecting Data 226 Surveys in the International Context 248 Summary 250 Questions and Problems 250 End Notes 252 Case 10-1: Roland Development Corp 253 11 Attitude Measurement 255 Learning Objectives 255 Attitudes 256 The Concept of Measurement and Scaling 257 Types of Attitude Rating Scales 260 General Guidelines for Developing a Multiple-Item Scale 271 Interpreting Attitude Scales 274 Choosing an Attitudinal Scale 275 Accuracy of Attitude Measurements 277 Scales in Cross-National Research 279 Summary 280 Questions and Problems 280 End Notes 281 Case 11-1: National Kitchens 282 12 Designing the Questionnaire 284 Learning Objectives 284 Planning What to Measure 285 Formatting the Question 287 Question Wording: A Problem of Communication 292 Sequence and Layout Decisions 297 Questionnaire Design for International Research 303 Summary 305 Questions and Problems 305 End Notes 309 Case 12-1: Wine Horizons 309 Case 12-2: Smith’s Clothing (A) 312 Section C: Causal Research 13 Experimentation 313 Learning Objectives 313 Descriptive versus Experimental Research 314 What Constitutes Causality? 315 Laboratory and Field Experiments 317 Threats to Experimental Validity 318 Issues in Experimental Research 320 Types of Experimental Designs 322 Guidelines for Conducting Experimental Research 336 Limitations of Experiments 337 Summary 339 Questions and Problems 339 End Notes 341 Case 13-1: Evaluating Experimental Designs 341 Case 13-2: Barrie Food Corporation 342 Section D: Sampling 14 Sampling Fundamentals 344 Learning Objectives 344 Sample or Census 344 Sampling Process 346 Probability Sampling 352 Nonprobability Sampling 357 Shopping Center Sampling 362 Sampling in the International Context 363 Summary 365 Questions and Problems 366 End Notes 368 Case 14-1: Exercises in Sample Design 369 Case 14-2: Talbot Razor Products Company 369 15 Sample Size and Statistical Theory 372 Learning Objectives 372 Determining the Sample Size: Ad Hoc Methods 373 Population Characteristics/Parameters 374 Sample Characteristics/Statistics 375 Sample Reliability 376 Interval Estimation 378 Sample Size Question 380 Proportions 381 Coefficient of Variation 383 Stratified Sampling 383 Multistage Design 386 Sequential Sampling 386 Summary 387 Questions and Problems 387 End Notes 389 Cases for Part II 390 Case II-1: Currency Concepts International 390 Appendix A: Interview Guide for International Travelers (U.S. Citizens) 394 Part III Data Analysis 16 Fundamentals of Data Analysis 396 Learning Objectives 396 Preparing the Data for Analysis 397 Strategy for Data Analysis 401 Cross-Tabulations 405 Factors Influencing the Choice of Statistical Technique 407 An Overview of Statistical Techniques 409 Summary 414 Questions and Problems 414 End Notes 415 Appendix: Choice of a Statistical Package 415 17 Hypothesis Testing: Basic Concepts and Tests of Associations 416 Learning Objectives 416 The Logic of Hypothesis Testing 417 Steps in Hypothesis Testing 418 Basic Concepts of Hypothesis Testing 419 Cross-Tabulation and Chi-Square 422 Summary 431 Questions and Problems 431 End Notes 432 Case 17-1: Medical Systems Associates: Measuring Patient Satisfaction 433 18 Hypothesis Testing: Means and Proportions 435 Learning Objectives 435 Commonly Used Hypothesis Tests in Marketing Research 436 Relationship between Confidence Interval and Hypothesis Testing 439 Analysis of Variance (ANOVA) 440 The Probability‐Values (p‐Values) Approach to Hypothesis Testing 454 Effect of Sample Size and Interpretation of Test Results 455 Summary 456 Questions and Problems 456 End Notes 457 Case 18-1: American Conservatory Theater 458 Case 18-2: Apple Appliance Stores 459 Part IV Special Topics in Data Analysis 19 Correlation Analysis and Regression Analysis 461 Learning Objectives 461 Correlation Analysis 462 Regression Analysis 466 Summary 485 Questions and Problems 486 End Notes 488 Case 19-1: The Seafood Grotto 489 Case 19-2: Election Research Inc. 490 20 Discriminant Factor and Cluster Analysis 491 Learning Objectives 491 Discriminant Analysis 491 Multiple Discriminant Analysis 500 Summary of Discriminant Analysis 504 Factor and Cluster Analysis 504 Factor Analysis 505 Summary of Factor Analysis 516 Cluster Analysis 517 Summary of Cluster Analysis 527 Questions and Problems 527 End Notes 529 Case 20-1: Southwest Utility 529 Case 20-2: Store Image Study 530 21 Multidimensional Scaling and Conjoint Analysis 533 Learning Objectives 533 Multidimensional Scaling 533 Attribute‐Based Approaches 534 Summary of MDS 543 Conjoint Analysis 544 Summary of Conjoint Analysis 551 Questions and Problems 552 End Notes 553 Case 21-1: Nester’s Foods 554 Case 21-2: The Electric Truck Case 555 22 Presenting the Results 556 Learning Objectives 556 Guidelines for Successful Presentations 556 Written Report 562 Oral Presentation 566 Relationship with the Client 569 Summary 570 Questions and Problems 570 End Notes 570 Part V Applications of Marketing Intelligence 23 Marketing-Mix Measures 571 Learning Objectives 571 New-Product Research 572 Pricing Research 582 Distribution Research 585 Promotion Research 591 Total Quality Management 601 Summary 606 Questions and Problems 607 End Notes 609 Case 23-1: National Chemical Corporation 610 Case 23-2: Hokey Pokey is Born in India 611 24 Brand and Customer Metrics 613 Learning Objectives 613 Competitive Advantage 613 Brand Equity 616 Customer Satisfaction 622 Contemporary Applications of Marketing Intelligence 628 Maximizing Customer Profitability 630 Summary 633 Questions and Problems 633 End Notes 633 25 New Age Strategies 635 Learning Objectives 635 Database Marketing 636 Relationship Marketing 645 E-Commerce 649 Mobile Marketing 652 Social Marketing 654 Experiential Marketing 658 Word-of-Mouth Marketing 659 Internet of Things 662 Bots and Artificial Intelligence 664 Blockchain 666 Summary 668 Questions and Problems 669 End Notes 669 Appendix A 673 A-1. Standard Normal Cumulative Probability in Right‐Hand Tail for Positive Values of z; Areas are formed by Symmetry 673 A-2. χ 2 Critical Points 674 A-3. F Critical Points 676 A-4. Cut‐Off Points for the Student’s t‐Distribution 681 A-5. Procedures for Conducting Univariate and Multivariate Analysis in SPSS 682 A-6. Output of Select Tables in SPSS 686 Glossary 699 Index 717
£113.36
SAGE Publications Inc Handbook of Marketing Scales
Book SynopsisThe Handbook of Marketing Scales, Third Edition, represents a clear and user-friendly collection of multi-item, self-report measures developed and frequently used in consumer behavior and marketing research. Key Features More than 150 scales are included in the Handbook. Many scales were originally published in marketing and consumer journals, and including them in one volume helps reduce the time it takes researchers to locate instruments for survey research. More than 70 new scales have been added to the Third Edition. New scales were selected based upon actual usage and citations by researchers in articles where a major objective was scale development. Each scale is prefaced by the same information. Details are provided of construct, description, development, samples, validity, scores, sources, references, and other evidence. The book includes a number of measures that have been used iTrade ReviewThis is a handbook of scales that are used in empirical marketing and consumer behaviour research. In seven chapters, this third edition mirrors the six major areas of marketing mix and consumer behaviour variables as well as a general introduction. The six areas are: (1) traits and individual difference variables; (2) values and goals; (3) involvement, information processing, and affect; (4) reactions to marketing stimuli; (5) attitudes about the performance of business firms, satisfaction and post-purchase behaviour, social agencies, and the mar- ketplace; and (6) sales, sales management, organizational behaviour, and interfirm–intrafirm issues. For each scale, the following information is provided: construct, description, and development of the scale, the samples used in development, validity, scores, source, and references and last but not least, the actual scale items and dimensions to which they belong. -- Prof. Dr. Lucia A. ReischTable of ContentsPreface 1. Introduction Criteria for Scale Deletions/Additions Search Procedures Format of the Book and Presentation of Measures Caveats and Cautions Evaluation of Measures Reliability Construct Validity Other Issues to Consider Summary References 2. Traits and Individual Difference Variables Scales Related to Interpersonal Orientation, Needs/Preferences, and Self-Concept Scales Related to Consumer Compulsiveness and Impulsiveness Scales Related to Country Image and Affiliation Scales Related to Consumer Opinion Leadership and Opinion Seeking Scales Related to Innovativeness Scales Related to Consumer Social Influence 3. Values and Goals General Values Appendix to General Values Values Related to Environmentalism and Socially Responsible Consumption Values Related to Materialism and Possessions/Objects Appendix to Materialism and Possessions/Objects Values Related to Goal Orientations and Planning 4. Involvement, Information Processing, and Affect Involvement General to Several Product Classes Purchasing Involvement Scales Related to Information Processing: Optimal Stimulation Measures Scales Related to Processing Style Scales Related to Affect 5. Reactions to Marketing Stimuli Measures Related to Ad Emotions and Ad Content Measures Related to Brand/Product Responses and Shopping Styles Measures Related to Pricing Responses 6. Attitudes About the Performance of Business Firms, Satisfaction and Post-Purchase Behavior, Social Agencies, and the Marketplace Consumer Attitudes Toward Business Practices and Marketing Scales Related to Post- Purchase Behavior: Consumer Discontent Business Attitudes Toward the Marketplace 7. Sales, Sales Management, Organizational Behavior, and Interfirm-Intrafirm Issues Job Satisfaction Measures Role Perceptions/Conflict Job Burnout/Tension Performance Measures Control and Leadership Organizational Commitment Sales/Selling Approaches Inter-/Intrafirm Issues of Influence and Power Other Measures Related to Interfirm Issues Index About the Editors
£147.25
Upstart Press Ltd Knock Knock: Confessions of a Kiwi Interviewer
Book SynopsisExtraordinary stories from a lifetime spent conducting interviews. This is the world of the dreaded door-knock from the other side of the door. Trish Palmer has been working as an interviewer and area manager for market research companies for over 20 years, invited into the homes and private lives of an astonishing array of folk from every lifestyle imaginable. Her experiences on the job entail everything from bare bottoms to angry cats, the desperately struggling to the well-off, and everyone in between. There is comedy and sadness, surprises and the downright odd, from witches to boat-builders, dope growers and more. Poignant, hilarious, and always thought-provoking, this is a highly entertaining read.
£16.19
Springer Nature Switzerland AG The World Customs Organization: Past, Present and
Book SynopsisThis book will take the reader through the past, the present, and into the future of the flagship institution of the international customs community: the World Customs Organization (WCO). The purpose is to present to the reader, in a comprehensive, orderly, and synthetic manner, the enormous contributions that this prestigious and recognized institution has been making to the secure growth of global international trade. In the development of the text, special consideration has been given to the relevant instruments in day-to-day customs work, which constitute the bases of the WCO (the Harmonized System Convention, the Revised Kyoto Convention, and the SAFE Framework of Standards, among many others), as well as those issues that are currently of specific interest to the global customs community (cross-border e-commerce, trade facilitation, and authorized economic operator, to mention but a few), trying to reconcile the various practical aspects of customs operations with their theoretical underpinnings. In the final part, the book turns to the future of customs, analyzing the most pressing challenges presented by technological advances, including the Internet of Things, artificial intelligence, 3D printing, and blockchain. In short, this book will be of great interest to all foreign trade operators, mainly to customs officials, customs brokers, carriers and international forwarding agents, managers of importing and exporting companies, as well as all those (professionals and students) who wish to deepen their knowledge of the exciting world of customs and international trade. Table of ContentsIntroduction.- Institutional Structure.- Legal Instruments.- The WCO's Relationship with other Organizations.- WCO Relation with Customs Brokers.- Nomenclature and Classification of Goods.- Valuation of Goods.- Origin of Goods.- Enforcement.- Procedures and Facilitation.- Capacity Building.- Integrity.- Packages.- Other Instruments.- Research.- Appraisal of Performance.- The Agenda of the Future.- Closing Words.
£49.49
Cambridge University Press Trustworthy Online Controlled Experiments
Book SynopsisGetting numbers is easy; getting trustworthy numbers is hard. From experimentation leaders at Amazon, Google, LinkedIn, and Microsoft, this guide to accelerating innovation using A/B tests includes practical examples, pitfalls, and advice for students and industry professionals, plus deeper dives into advanced topics for experienced practitioners.Trade Review'At the core of the Lean Methodology is the scientific method: Creating hypotheses, running experiments, gathering data, extracting insight and validation or modification of the hypothesis. A/B testing is the gold standard of creating verifiable and repeatable experiments, and this book is its definitive text.' Steve Blank, Adjunct professor at Stanford University, father of modern entrepreneurship, author of The Startup Owner's Manual and The Four Steps to the Epiphany'This book is a great resource for executives, leaders, researchers or engineers looking to use online controlled experiments to optimize product features, project efficiency or revenue. I know firsthand the impact that Kohavi's work had on Bing and Microsoft, and I'm excited that these learnings can now reach a wider audience.' Harry Shum, EVP, Microsoft Artificial Intelligence and Research Group'A great book that is both rigorous and accessible. Readers will learn how to bring trustworthy controlled experiments, which have revolutionized internet product development, to their organizations.' Adam D'Angelo, Co-founder and CEO of Quora and former CTO of Facebook'This book is a great overview of how several companies use online experimentation and A/B testing to improve their products. Kohavi, Tang and Xu have a wealth of experience and excellent advice to convey, so the book has lots of practical real world examples and lessons learned over many years of the application of these techniques at scale.' Jeff Dean, Google Senior Fellow and SVP Google Research'Do you want your organization to make consistently better decisions? This is the new bible of how to get from data to decisions in the digital age. Reading this book is like sitting in meetings inside Amazon, Google, LinkedIn, Microsoft. The authors expose for the first time the way the world's most successful companies make decisions. Beyond the admonitions and anecdotes of normal business books, this book shows what to do and how to do it well. It's the how-to manual for decision-making in the digital world, with dedicated sections for business leaders, engineers, and data analysts.' Scott Cook, Intuit Co-founder & Chairman of the Executive Committee'Online controlled experiments are powerful tools. Understanding how they work, what their strengths are, and how they can be optimized can illuminate both specialists and a wider audience. This book is the rare combination of technically authoritative, enjoyable to read, and dealing with highly important matters.' John P. A. Ioannidis, Stanford University'Kohavi, Tang, and Xu are pioneers of online experimentation. The platforms they've built and the experiments they've enabled have transformed some of the largest internet brands. Their research and talks have inspired teams across the industry to adopt experimentation. This book is the authoritative yet practical text that the industry has been waiting for.' Adil Aijaz, Co-founder and CEO, Split Software'Which online option will be better? We frequently need to make such choices, and frequently err. To determine what will actually work better, we need rigorous controlled experiments, aka A/B testing. This excellent and lively book by experts from Microsoft, Google, and LinkedIn presents the theory and best practices of A/B testing. A must read for anyone who does anything online!' Gregory Piatetsky-Shapiro, Ph.D., president of KDnuggets, co-founder of SIGKDD, and LinkedIn Top Voice on Data Science & Analytics'Ron Kohavi, Diane Tang and Ya Xu are the world's top experts on online experiments. I've been using their work for years and I'm delighted they have now teamed up to write the definitive guide. I recommend this book to all my students and everyone involved in online products and services.' Erik Brynjolfsson, Massachusetts Institute of Technology, co-author of The Second Machine Age'A modern software-supported business cannot compete successfully without online controlled experimentation. Written by three of the most experienced leaders in the field, this book presents the fundamental principles, illustrates them with compelling examples, and digs deeper to present a wealth of practical advice. It's a 'must read'! Foster Provost, New York University and co-author of the best-selling Data Science for Business'In the past two decades the technology industry has learned what scientists have known for centuries: that controlled experiments are among the best tools to understand complex phenomena and to solve very challenging problems. The ability to design controlled experiments, run them at scale, and interpret their results is the foundation of how modern high tech businesses operate. Between them the authors have designed and implemented several of the world's most powerful experimentation platforms. This book is a great opportunity to learn from their experiences about how to use these tools and techniques.' Kevin Scott, EVP and CTO of Microsoft'Online experiments have fueled the success of Amazon, Microsoft, LinkedIn and other leading digital companies. This practical book gives the reader rare access to decades of experimentation experience at these companies and should be on the bookshelf of every data scientist, software engineer and product manager.' Stefan Thomke, William Barclay Harding Professor, Harvard Business School, author of Experimentation Works: The Surprising Power of Business Experiments'The secret sauce for a successful online business is experimentation. But it is a secret no longer. Here three masters of the art describe the ABCs of A/B testing so that you too can continuously improve your online services.' Hal Varian, Chief Economist, Google, and author of Intermediate Microeconomics: A Modern Approach'Experiments are the best tool for online products and services. This book is full of practical knowledge derived from years of successful testing at Microsoft Google and LinkedIn. Insights and best practices are explained with real examples and pitfalls, their markers and solutions identified. I strongly recommend this book!' Preston McAfee, former Chief Economist and VP of Microsoft'Experimentation is the future of digital strategy and 'Trustworthy Experiments' will be its Bible. Kohavi, Tang and Xu are three of the most noteworthy experts on experimentation working today and their book delivers a truly practical roadmap for digital experimentation that is useful right out of the box. The revealing case studies they conducted over many decades at Microsoft, Amazon, Google and LinkedIn are organized into easy to understand practical lessens with tremendous depth and clarity. It should be required reading for any manager of a digital business.' Sinan Aral, David Austin Professor of Management, Massachusetts Institute of Technology, and author of The Hype MachineTable of ContentsPreface – how to read this book; 1. Introduction and motivation; 2. Running and analyzing experiments: an end-to-end example; 3. Twyman's law and experimentation trustworthiness; 4. Experimentation platform and culture; Part II: 5. Speed matters: an end-to-end case study; 6. Organizational metrics; 7. Metrics for experimentation and the Overall Evaluation Criterion (OEC); 8. Institutional memory and aeta-analysis; 9. Ethics in controlled experiments; Part III: 10. Complementary techniques; 11. Observational causal studies; Part IV: 12. Client-side experiments; 13. Instrumentation; 14. Choosing a randomization unit; 15. Ramping experiment exposure: trading off speed, quality, and risk; 16. Scaling experiment analyses; Part V: 17. The statistics behind online controlled experiments; 18. Variance estimation and improved sensitivity: pitfalls and solutions; 19. The A/A test; 20. Triggering for improved sensitivity; 21. Guardrail metrics; 22. Leakage and interference between variants; 23. Measuring long-term treatment effects.
£29.44
Laurence King Publishing The Trend Forecaster's Handbook: Second Edition
Book SynopsisThe Trend Forecaster''s Handbook is a sharp, highly visual textbook and teaching aid for students and tutors keen to know more about the world of trends, trend forecasting and consumer-insight techniques.This ''how to'' book provides the skills to understand and track trends and use them to inform their research, design and product development. Highly visual, the book introduces the world of trend forecasting and consumer insight in a step-by-step way, with quotes from, interviews with and case studies of key players. Each chapter provides practical exercises and examples that allow students to experience the techniques or methodologies explored.Trends are a fundamental part of our emotional, physical and psychological landscape, and by forecasting trends we can begin to understand what drives and motivates consumers. This in turn can help to make the difference between a design that sells and one that languishes on the shelf.Reviews:"Highly visual and a genuinely eye-opening insight into the way designers can spot and dictate visual and cultural trends, keeping their work constantly at the cutting edge." - Computers Arts Project"The book is clear and concise, offers a journey through the unexpected, and engages the reader with clear guidelines. It offers insider knowledge and soundbites from those working in the industry." - Just4Textiles"The Trend Forecaster''s Handbook is a well published and intelligently written book for starting ''forecasters'' looking for theoretical background and interesting experiences." - The Pop-Up City"The Trend Forecaster''s Handbook is a highly readable and beautifully designed book that provides a practical framework for understanding and reacting to cultural trends. This review is a sneak preview of the second edition. The original edition, which was published in 2010, is considered the definitive source for learning about trends, strategy, and innovation thinking. Martin Raymond is a journalist" QRCA VIEWS
£28.00
Oxford University Press A Dictionary of Marketing
Book SynopsisA Dictionary of Marketing is an accessible, practical, and internationally-focused A-Z guide to all areas of marketing. Covering traditional techniques and theories, as well as the latest terms and concepts in web, digital and social marketing, this is the ideal reference for students and practitioners of marketing worldwide.Trade Reviewa very helpful reference work for the marketing practitioner and student * Stuart Hannabuss, Reference Reviews *Table of ContentsINTRODUCTION TO THE FOURTH EDITION; ACKNOWLEDGEMENTS; DEDICATION; A DICTIONARY OF MARKETING; APPENDICES
£14.84
Oxford University Press Marketing Research Tools and Techniques
Book SynopsisBuilding on the success of the previous editions, the third edition of Marketing Research: Tools and Techniques provides an accessible and engaging insight into marketing research. Based on the concept of the Marketing Research Mix, the text is organized around the core themes of research preparation, data collection, analysis and communication of findings, and how skills and techniques are used in different research contexts. The author adopts a sound balance between theory and practice and demonstrates how marketing concepts can be carried out in reality, and which methods are most appropriate for particular types of research. The new edition has been fully revised to reflect the wealth of digital developments and contains new case studies on renowned commercial brands such as BMW, Google, McDonalds, Whiskas, Tesco, The National Student Survey (NSS), Eurobarometer and BMI Healthcare. Supported by a full range of pedagogical features, the author enables students to understand the issuTable of ContentsPART 1 RESEARCH PREPARATION; PART 2 DATA COLLECTION; PART 3 ANALYSIS AND COMMUNICATION; PART 4 MARKETING RESEARCH CONTEXTS
£60.79
Pearson Education The Practice of Market Research
Book SynopsisTable of Contents1 The practice of market and social research 2 Types of research 3 Defining the problem 4 Writing a research brief 5 Secondary research 6 Qualitative research 7 Quantitative research 8 Sampling 9 Designing questionnaires 10 Writing a research proposal 11 Doing qualitative research 12 Managing a research project 13 Analysing qualitative data 14 Understanding quantitative data 15 Analysing quantitative data 16 Communicating and reviewing the findings
£70.99
Emerald Publishing Group Review of Marketing Research
Book SynopsisFirst Published in 2017. Review of Marketing Research, now in its fifth volume, is a fairly recent publication covering the important areas of marketing research with a more comprehensive state-of-the-art orientation. The chapters in this publication review the literature in a particular area, offer a critical commentary, develop an innovative framework, and discuss future developments, as well as present specific empirical studies. The first five volumes have featured some of the top researchers and scholars in our discipline who have reviewed an array of important topics.Table of Contents1. Consumer Judgment from a Dual-Systems Perspective: Recent Evidence and Emerging Issues, Samuel D. Bond, James R Bettman, and Mary Frances Luce; 2. Can You See the Chasm? Innovation Diffusion According to Rogers, Bass, and Moore, Barak Libai, Vijay Mahajan, and Eitan Muller; 3. Exploring the Open Source Product Development Bazaar, Balaji Rajagopalan and Barry L. Bayus; 4. A New Spatial Classification Methodology for Simultaneous Segmentation, Targeting, and Positioning (STP Analysis) for Marketing Research, Wayne S. DeSarbo, Simon J. Blanchard, and A. Selin Atalay; 5. Methods for Handling Massive Number of Attributes in Conjoint Analysis, Vithala R. Rao, Benjamin Kartono, and Meng Su; 6. A Review and Comparative Analysis of Laddering Research Methods: Recommendations for Quality Metrics, Thomas J. Reynolds and Joan M. Phillips; 7. Metrics for the New Internet Marketing Communications Mix, Randolph E. Bucklin, Oliver J. Rutz, and Michael Trusov; About the Editor and Contributors.
£64.49
Routledge Visual Methods in Marketing and Consumer Research
a huge range and FREE tracked UK delivery on ALL orders.
£40.84
Taylor & Francis Ltd The Future of Charity Marketing
Book SynopsisCharities play an increasingly important role in our society. Whether caring for the vulnerable, campaigning for change or enabling access to the arts, they are organisations on a mission, underpinned by social purpose. However, charities now face unique challenges in a turbulent global economic climate due to structural changes in society post Covid and pressure on disposable incomes. Charities need to transform and, in some cases, modernise for sustained increasing demand from their service users, they need to engage with a wider range of stakeholders, meet higher public expectations on transparency and governance, and compete for resources from existing as well as a continuous range of new competitors.This book brings together leading scholars to think about what is needed to future proof the non-profit sector in areas such as partnerships, collaborations, branding, communications, income generations and fundraising, stakeholder involvement and meeting the future needs of
£35.14
Pearson Education Essentials of Marketing Research Global Edition
Book SynopsisTable of ContentsI. INTRODUCTION AND EARLY PHASES OF MARKETING RESEARCH 1. Introduction to Marketing Research 2. Defining the Marketing Research Problem and Developing an Approach II. RESEARCH DESIGN FORMULATION 3. Research Design, Secondary and Syndicated Data 4. Qualitative Research 5. Survey and Observation 6. Experimentation and Causal Research 7. Measurement and Scaling 8. Questionnaire and Form Design 9. Sampling Design and Procedures III. DATA COLLECTION, ANALYSIS, AND REPORTING 10. Data Collection and Preparation 11. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation 12. Data Analysis: Hypothesis Testing Related to Differences, Correlation, and Regression 13. Report Preparation and Presentation
£67.44
Bloomsbury Publishing PLC Marketing Research
Book SynopsisThis core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach. The goal of this focused text is to equip students with the skills needed to interpret and implement the outcomes of such research to effectuate meaningful change. Keeping digital data and internet research at its heart, Marketing Research details the main stages of the research process, covering both quantitative and qualitative methods and offers a plethora of case studies and examples.Now in its fourth edition, this popular and accessible textbook is ideal for use on marketing research courses at diploma, undergraduate, postgraduate and MBA levels. This book has also been written to support The Market Research Society's Diploma Module: The Principles of Market & Social Research.New to this Edition:- Expanded coverage of qualitative analysis, now with its own dedicated chapter- Fresh material on hot topics such aTrade ReviewThe book provides a practical but yet easy to understand approach to market research. Enriched with contemporary case studies, a must-have for research students seeking an easy to understand and practical text. * Shelton Giwa, De Montfort University, UK *An excellent and up-to-date book for up-to-date learners of market research. * Wei Shao, Griffith University, Australia *Reading this marketing research book centred around customer insight is a joyous experience. With the inclusion of new material on cutting-edge areas such as big data analytics and social media listening, this edition provides a fascinating demonstration of the need to integrate traditional marketing research approaches with user-generated content. * Tamer Elsharnouby, Qatar University, Qatar *The textbook has clear and refreshingly brief explanations of marketing research concepts. In addition, there are many useful real-world examples helping students understand how research concepts could be applied. * Yi-Chun Ou, Leeds University, UK *This book is very well laid out and it is up to date with practical examples throughout to help students better understand the methods and concepts, particularly with respect to collecting qualitative and quantitative data as well as designing questionnaires. * Naser Pourazad, Flinders University, Australia *Table of ContentsChapter 1: The role of marketing research and customer information in decision making Chapter 2: The marketing research process Chapter 3: Secondary data, customer databases and big data analytics Chapter 4: Collecting observation data and social media listening Chapter 5: Collecting qualitative data Chapter 6: Collecting quantitative data Chapter 7: Designing questionnaires Chapter 8: Sampling methods Chapter 9: Analysing qualitative data Chapter 10: Analysing quantitative data Chapter 11: Presenting the research results Marketing research in action: case histories.
£56.99
Bloomsbury Publishing PLC Fashion Merchandising
Book SynopsisNow in its second edition, this critically-acclaimed core textbook provides a detailed overview of the role of the fashion merchandiser, its place within a fashion retail organisation by outlining their activities and responsibilities as part of the fashion value chain. This overview is situated within the broader context of the fashion industry, highlighting the relevance of the merchandiser role and comparing it to the role of the fashion buyer. The textbook features a multi-chapter case study that provides an example process of the planning and creation of a balanced product range from the perspective of the merchandiser. It does so using a combination of text and numerical explanation. The second edition has been reworked with new contributions by academics and industry practitioners that examine topics such as sustainability, supply chain management e-Commerce and the international perspectives of the merchandiser role. Offering crucial insight into the merchandiser role andTrade ReviewThe revised and updated second edition of Fashion Merchandising is hugely valuable. The presentation is clear and organised into distinct sections starting by setting merchandising in the wider context of fashion retail and buying, followed by a section examining the role of the fashion merchandiser in detail. There is perhaps no role in the fashion supply chain more impacted by advances in digital technology than fashion merchandising, where access to data analysis and large volumes of information have changed beyond compare, and so it is good to see the final section addresses merchandising in a digital context as well as other contemporary issues such as sustainability and the global industry. The book is an excellent companion to any fashion course, in particular fashion business courses at undergraduate and postgraduate level. A highlight of the text is the good range of relevant case studies, examples and further reading, which will support any taught programme of study in fashion merchandising. * Liz Barnes, Head of Manchester Fashion Institute, Manchester Metropolitan University, UK *For anyone wanting to understand the role of fashion buying and merchandiser, this book provides insight to the role, environment, and up-to-date case examples. This book will be extremely useful to those study merchandising, and for those operating in fashion business. * Sean Sands, Swinburne Business School, Australia *The fashion merchandiser's key role in the apparel business is articulated through detailed analysis of the various practices undertaken, and supported by provision of numerous case-studies. Written in an accessible manner that includes suggestions for class-room activities and self-directed study, the updated edition of Fashion Merchandising is a valuable resource for academics and students alike. * Nicolas Cambridge, London Metropolitan University, UK *Table of ContentsPART I: INTRODUCTION AND CONTEXT OF THE FASHION MERCHANDISER ROLE 1. Fashion Retailing 2. Fashion, Business and Product 3. The activities of Buying and Merchandising 4. Organizing the Buying and Merchandising Function PART II: FASHION MERCHANDISING 5. Fashion Merchandising: The Prentice Day Case Study 6. Fashion Merchandising: Research and Analysis 7. Fashion Merchandising: Budgeting 8. Fashion Merchandising: Open to Buy 9. Fashion Merchandising: Range Planning 10. Fashion Merchandising: Sizing, Deliveries and Allocation PART III: FASHION MERCHANDISING AND THE MODERN TRADING ENVIRONMENT 11. Merchandising: A global perspective 12. e-Commerce and buying and merchandising 13. The merchandiser and the supply chain 14. Sustainability and product management.
£37.99
Springer-Verlag New York Inc. Database Marketing
Book SynopsisDatabase marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today''s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise-from branding and promotion campaigns to supply chain management to employee training to new product development. Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing. This isTrade ReviewFrom the reviews: "This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics." (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen) "A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years." (Don Lehmann, George E. Warren Professor of Business, Columbia Business School) "The title tells a lot about the book's approach—-though the cover reads, "database," the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization." (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.) "In this tour de force of careful scholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject." (Edward C. Malthouse, Theodore R. and Annie Laurie Sills Associate Professor of Integrated Marketing Communications, Northwestern University)Table of ContentsIntroduction.- Why Database Marketing.- Organized for Database Marketing.- Customer Privacy in a CRM Environment.- LTV Fundamentals.- LTV Advanced Issues.- LTV Applications.- Sources of Data.- Test Design and Analysis.- The Predictive Modeling Process.- Foundations of Statistical Modeling.- RFM Analysis.- Market Basket Analysis.- Collaborative Filtering.- Discrete Dependent Variable and Duration Models.- Cluster Analysis.- Decision Trees.- Neural Networks.- Machine Learning.- Acquiring Customers.- Cross-Selling and Up-Selling.- Frequency Reward Programs.- Customer Tier Programs.- Churn Management.- Multi-Channel Customer Management.- Acquisition and Retention Management.- Communications Design.- Multi-Contact Customer Management.- Pricing.- Glossary of Database Marketing Terms.- Index.
£93.49
SIMON & SCHUSTER The Status Revolution
Book SynopsisHow did rescue dogs become status symbols? Why are luxury brands losing their cachet? What’s made F. Scott Fitzgerald’s most famous observations obsolete? The answers are part of a new revolution that’s radically reorganizing the way we view ourselves and others, that “will be hard for pop-culture readers to put down” (Booklist).Status was once easy to identify—fast cars, fancy shoes, sprawling estates, elite brands. But in place of Louboutins and Lamborghinis, the relevance of the rich, famous, and gauche is waning and a riveting revolution is underfoot. Chuck Thompson—dubbed “savagely funny” by The New York Times and “wickedly entertaining” by the San Francisco Chronicle—sets out to determine what “status” means today and learns that what was once considered the low life has become the high life. In The Status Revolution, Thompson tours the new world of status from a small community in British Columbia where an indigenous artist uses wood carving to restore communal status; to a Washington, DC, meeting of the “Patriotic Millionaires,” a club of high-earners who are begging the government to tax them; to a luxury auto factory in the south of Italy where making beautiful cars is as much about bringing dignity to a low-earning region than it is about flash and indulgence; to a London lab where the neural secrets of status are being unlocked. “Chock-full of fascinating revelations” (In Touch Weekly) and with his signature wit and irreverence, Thompson explains why everything we know about status is changing, upends centuries of conventional wisdom, and shows how the new status revolution reflects our place in contemporary society.
£20.99
Forefront Books Spiritugraphics: The Influence of Faith on
Book Synopsis
£17.59
Ideapress Publishing Assemblage: The Art and Science of Brand
Book Synopsis“Probst’s combination of agile writing and insightful observations makes most other books on modern branding look both overly circumspect and woefully incomplete … A fascinating—and surprisingly fun—wide-angle look at advertising.” — Kirkus Reviews (starred review)Brands can no longer force-feed us a plethora of products we don’t need. To succeed, brands must transform us and the world we live in. Assemblage guides you through the art and science of creating transformative brands by combining personal, social, and cultural components. Assemblage will show you Why perception is the truth and how to shape people’s perceptions Why we relate to antiheroes, villains, and saviors How brands can reassure consumers about their past, present, and future How to leverage data and insights to deliver a personalized, human-centric consumer experience How brands can make a positive impact on people, society, and the economy Assemblage is supported by in-depth research in consumer psychology, extensive consumer insights, interviews with industry-leading marketers, and case studies of transformative brands, big and small.Trade Review“Assemblage blends academic research with practical insights that marketers can immediately put to good use. It’s a clear, concise, and actionable book.”—NIR EYAL, Author of Hooked and Indistractable“Want to create a transformative brand? Assemblage shows you how, illustrating how brands can do good for both consumers and society.”—JONAH BERGER, Wharton Professor and Bestselling Author of Contagious and The Catalyst“As Jeremy Bullmore famously said, ‘People build brands the way birds build nests—from the scraps and straws they find lying around.’ Using the model of assemblage, the art of blending fine cognacs, Emmanuel Probst provides us with a much more helpful and versatile mental model for the way brands are built in practice. It is also an approach which rings true with what we are increasingly learning about human perception and behavior.”—RORY SUTHERLAND, Vice Chairman at Ogilvy UK“The only way to find brand success and growth is to reframe perceptions and decisions. Probst provides routes to doing just that. A real contribution.”—DAVID AAKER, Vice Chairman at Prophet, Brand Strategist, and Author of Building Strong Brands“Assemblage offers a holistic understanding of brands and perceptions—it is a must-read.”—MARTIN LINDSTROM, New York Times Bestselling Author of Buyology and The Ministry of Common Sense“Assemblage is the book I have been waiting for. Its standpoint on the marketing industry is disruptive. Its learnings are pragmatic.”—SCOTT MCDONALD, President and CEO of the Advertising Research Foundation“Assemblage shows the transformation power of brands for both consumers and society. It’s simply a must-read.”—NEIL HOYNE, Chief Measurement Strategist at Google, Senior Fellow at Wharton, and Author of Converted“Marketers and brands now have the opportunity to make a positive contribution to consumers and society. Assemblage is your ultimate guide for this new brand era.”—JEFF ROSENBLUM, Founding Partner at Questus and Author of Friction and Exponential“In an age of cynicism, where brands struggle to build trust and connection, Emmanuel Probst provides a roadmap. If you want to transform your brand so that it might transform consumers and society, you must read Assemblage.”—LAURA GASSNER OTTING, Washington Post Bestselling Author of Limitless“Assemblage uses psychology, art, culture, and real-life examples to examine how brands can approach marketing to make a powerful and positive impact on the world. I highly recommend it for marketing professionals and consumers alike.”—SHONALI BURKE, Chief Marketing Officer at Arena Stage
£18.89
Figure 1 Publishing Super Strategist: The Art and Science of Modern
Book SynopsisSuper Strategist: The Art and Science of Modern Account Planning is the only modern guide to advertising’s arguably most vital discipline, that has been written with the passion of someone who’s found their calling and the wisdom of an industry veteran who is still actively leading strategy in a large, modern, full-service agency. Super Strategist is full of practical advice for newcomers and usable strategies and insights for experienced planners, or anyone with an interest in the discipline. Readers will find clear outlines of the role of account planners within an agency, including step-by-step plans to achieve success with clients large and small: how to conduct modern consumer research, develop and implement the creative brief, use data skillfully to protect and improve great work, and use all of these tools and more to influence the feather in the planner’s cap—the customer journey. Whether it’s called account planning, brand planning, strategic planning, or creative strategy, the goal is the same: to inspire brilliant work that is backed by rigor and data. Creative is still king, but in today’s fractured markets clients need to know their multi-million-dollar campaigns are supported by up-to-the-minute research and data-driven insights. Account planners ensure, as Douglas Atkins puts it in the foreword, that the work is idea-led, but consumer-informed. To find that perfect balance of art and science, the successful account planner is “X-shaped”: experienced in digital, social, communications and brand strategy, comfortable in creative and quantitative disciplines—a Super Strategist who is the fulcrum of any successful agency.Trade Review“There’s no one better suited to write this book. If anyone can plan the future of planning, it’s Lesley Bielby.” —Mark DiMassimo, Founder and Creative Chief, DiGo “You can’t play rock and roll without a drummer. And today’s clients won’t buy what you’re selling unless it’s grounded in data and rigor. Lesley is a great drummer.” —Lance Jensen, Chief Creative Officer, Hill Holliday
£19.79
Practical Inspiration Publishing Do Penguins Eat Peaches?: And other unexpected
Book SynopsisWhy are customers so damn fickle? They say one thing, do the other. They change their minds. Give you false hopes. Keep you guessing. But without them there is no business.Finding out what your customers want needn't be potluck. Do Penguins Eat Peaches? demystifies big-business market research tools, tips and tricks for you, the smaller business. With smaller budgets. Smaller teams. Those of you who want to do right by your customers but need a little help with the how.From sending smart surveys and asking quality questions to desk research and the rise of social listening, this book teaches you how to discover what your customers want.Katie Tucker is an inspirational product leader with over twelve years’ experience leading teams and delivering stand-out products and services. In 2020 she founded Product Jungle, helping hundreds of businesses understand customers better. She is also a mentor, speaker and the pen behind the popular newsletter Jungle Juice.Trade ReviewIf you run a small business, are a freelancer, need to do any sort of marketing or customer research, then you NEED this book! - LinkedInThis is a really great business book on a little discussed topic. It has an energetic prose style choc full of expertise, insights and mindset shifts. It’s a brilliant guide to creating a mutually rewarding relationship with the most important people in your business - your customers. - AmazonKatie Tucker's book is rammed with practical, unexpected ways to find out what your customers want. It's the kind of book you can turn to again and again. One for the small business book shelf! - AmazonAbsolutely loved this book. A refreshing, easy-to-understand guide to doing simple but effective market research...It’s written in an accessible (and often funny) style, and shows that you don’t need a big corporate budget or loads of time to find out what your audience really wants. Essential reading for small businesses and budding entrepreneurs. - AmazonThe book gives great tips on how to do market research – how to interview clients properly, for example – but also, crucially, what to do with the insight they give you. Honestly, I wish I’d had this book years ago. Go and buy it, I reckon you won’t regret it. - LinkedInIt's not just that this book is incredibly well written, but EVERY SINGLE PAGE has a golden nugget you can implement in your business...Katie makes what could be a dry subject really easy to understand, and provides tasks and ideas for you to start implementing straight away. - AmazonTable of ContentsList of stretch tasksPrefaceJungle JuiceForewordIntroductionWho is this book for?Democratizing skills for smaller businessesWhat is market research and why do we need it?Good enough researchHow well do you know your customers?Make small your superpowerHow to read this bookWhat you’ll learnWhy me?Chapter 1: I made the front page of The Sunday Times and failed, and seven ways market research will improve your businessYou are not your customerAssumptions kill dreamsThe sunk cost fallacyKnowing your customer is a practiceSeven ways market research will improve your businessStretch task #1Stretch task #2Chapter 2: Ego, excuses and the fear of failure: what’s holding you back?Market research excusesFear of failureEgoStretch task #3Chapter 3: The explorer’s toolkit: curiosity, empathy and courageCuriosityEmpathyCourageChapter 4: I met Alcatraz prisoner 1259, talking to customers and how to just askWhat is a customer interview?When to use customer interviews?Where to find people?Stretch task #4How to askIncentivesGetting over yourselfCreating a discussion guideDuring the interviewAfter the interviewChapter 5: The mother of all theories and there is such a thing as a stupid questionJobs to be done (JTBD) theoryWhat are your customers trying to get done?Five golden rules for asking quality questionsChapter 6: The art and science of sensemakingWhat is sensemaking?Why do we need it?When to do it?What you needHow to do itOutliersChapter 7: Stop sending shitty surveysWhat is a survey?When should you use a survey?Build surveys people fill inWork backwardsMake something happenSample sizes and response ratesWhich platforms to use?Chapter 8: Learn about customers in your pyjamas and how to win at desk researchWhat is desk research?Where to look?Keeping one eye on the competitionGet startedStretch task #5Chapter 9: Can I pick my friend’s nose? And how to be a digital spyBeing a digital spyWhere should you look?Search listening toolsScared of robots?Chapter 10: Stop asking for five-star feedbackWhat is customer feedback?Feedback formatsHow to ask for itHow to take itHow to use itTestimonials and reviewsHow to give itChapter 11: Small business testingQuick and dirty testingWhat’s your skateboard?Testing priceChapter 12: When not to listen to customersReason 1: The customer is not aligned with your business valuesStretch task #6Reason 2: When the rewards are teeny-weenyReason 3: Someone else is doing it (much) betterReason 4: You just don’t want to do itReason 5: You don’t have the bandwidthChapter 13: Three ways to make it happen and staying on the right side of the lawOption 1: The stoneOption 2: The peachOption 3: The penguinStaying on the right side of the lawWhen to hire the prosConclusionDo penguins eat peaches?Question BankThemes to explore with customersUseful linksContributor biosAcknowledgements
£14.24
CABI Publishing Sustainable Agricultural Marketing and
Book SynopsisThe future of Africa and the whole globe is dependent on sustainable agribusiness management. This book offers insights to a wide range of agricultural marketing and agribusiness management practices with a focus on sustainability. It is designed to provide academics and graduate students in business studies with a comprehensive treatment of the nature of agricultural marketing and agribusiness management, as well as sustainability transitions and related practices in certain regions of the world (particularly in Africa). The text also serves as an invaluable resource for agricultural marketing practitioners requiring more than anecdotal evidence on the structure and operation of agricultural marketing and agribusiness management, as well as sustainability in different organisations and geographical areas. It allows the reader to compare and contrast agricultural marketing and agribusiness management, as well as sustainability practices across different research methodologies and settings. The book provides a unique mix of theory, reviews, primary research findings and case studies.
£85.50
Open University Press Consumer Psychology 2e
Book Synopsisâ Why do people behave and think the way they do?â What makes people choose certain products and services?â How does consumption affect our everyday lives?Informed by psychological theory and supported by research, Consumer Psychology provides an overview to understanding consumer behaviour and underlying thought processes. Written in a clear and accessible style it is an essential read for students of consumer psychology. It is also important reading for anyone studying consumption, whether in marketing, consumer behaviour, sociology, anthropology, business studies, cyber psychology or sustainability.Psychology is central to an effective understanding of consumer behaviour and this book shows how it can be used to explain why people choose certain products and services, and how this affects their behaviour and psychological well-being. This book explores key theories from a broad range of psychology disciplines toTable of Contents1 Consumer Psychology: What it is and how it emerged2 Consumer memory and learning3 Perception and attention4 Identity and consumption5 The emotional consumer6 Attitudes7 Advertising psychology8 Motivational determinants of consumer behaviour9 Consumer decision-making and brand loyalty10 The Internet11 Children as consumers12 Consumption and happiness13 Consumers and the environment
£31.34
Kogan Page Ltd Questionnaire Design
Book SynopsisIan Brace, based in Oxford, UK, is a fellow of the MRS and runs training courses on questionnaire design. He was previously director of research methods at TNS UK and a visiting professor in market research at Bristol Business School. Kate Bolton, based in Surrey, UK, is a certified member of the MRS and has been its key industry trainer for questionnaire design for over 20 years as well as being an examiner for the MRS Advanced Certificate. She previously led the Foundations Research Skills Programmes at Kantar.Trade Review"The difference between useful and useless data can often be traced back to the questionnaire. This book is a great resource, guiding you through the myriad of decisions that face the question writer." * Debrah Harding, Managing Director, The Market Research Society *"Whether you are new to questionnaire writing, or looking to fine-tune or update your skills, Ian and Kate's book is an invaluable, practical, easy to dip-into resource." * Nicole Duckworth, Head of Europe and Global Commercial Excellence, PRS IN VIVO *"While technology has moved on, the questionnaire remains the core data source that the insight industry is built on. With more and more people writing questionnaires, it is imperative that books like Questionnaire Design exist to make sure that standards persist." * Sam Curtis, CEO, Big Sofa Technologies *"A fab book, easily accessible and a treasure trove to dip into. There's an art to writing good questionnaires, and this book shows you how." * Darren Bhattachary, CEO, Basis Social *"Designing effective questionnaires is an essential skill for all researchers. Kate and Ian's guide is practical and easy to read; but most importantly, it will ensure you get trustworthy data and powerful insights." * Vishal Badiani, Regional Creative Strategy Manager, Snapchat *"Comprehensive, easy to read and exceptionally practical, I'd recommend this book to anyone wanting to learn more about how to design great questionnaires." * Helen Chesney, Head of Solution, Learning at Kantar *"Ian and Kate have produced the 'must-read' book for anyone working the research and insight industry. Read this and learn from the best." * Simon Wood, Head of Research, BMG Research *"Questionnaire writing is one of the most essential parts of the craft, a definite artform that takes time and skill to perfect. This is an absolutely essential read for any budding or established researcher looking to hone their questionnaire design skills and avoid the many pitfalls that exist." * Tom Coombes, Research Director, Boxclever *Table of Contents Chapter - 00: Introduction; Chapter - 01: Defining achievable questionnaire objectives; Chapter - 02: Influence of data collection approach on question design; Chapter - 03: Planning a questionnaire; Chapter - 04: An overview of question types; Chapter - 05: Identifying types of data created by questions; Chapter - 06: Creating appropriate rating scales; Chapter - 07: Asking about behaviour; Chapter - 08: Measuring satisfaction, image and attitudes; Chapter - 09: Writing effective questions; Chapter - 10: Creating a questionnaire for an online survey; Chapter - 11: Engaging respondents in online surveys; Chapter - 12: Choosing online survey software; Chapter - 13: Considerations for interviewer-administered and paper self-completion surveys; Chapter - 14: Test piloting your questionnaire; Chapter - 15: Ethical issues in questionnaire design; Chapter - 16: Understanding social desirability bias; Chapter - 17: Designing questionnaires for multi-country surveys
£31.34
Taylor & Francis Ltd Implicative Marketing
Book SynopsisThis book is a manifesto for responsible marketing. Taking a critical look at marketing practices of the last 50 years, it explains why they have led to an ethical stalemate and sometimes even a business impasse.Exposed to such practices, consumers have grown tired of meaningless offers coupled with the destruction of value as prices are driven down. As a result, today's marketing professionals find themselves in the firing line of a combat focused on greater social responsibility and environmental sustainability. Thanks to new ways of understanding consumers and branding, this book suggests how such a challenge can be met. Through the presentation of experiences, studies and concrete cases, the reader gains a tangible, fresh perspective on marketing: a new global, responsible, creative and collaborative model that helps respect sustainable consumption.Implicative Marketing presents a paradigm shift, one that will be of considerable interest not juTrade Review"Is traditional marketing definitely dead? For most observers in the marketing and communications fields, it is less and less efficient, and consumers are more and more reluctant to its methods. In this context, "implicative marketing" is a breakthrough: it allows students and professionals to imagine new ways of promoting products and services, based on peer-to-peer principles instead of top-down communications. A precious contribution by Florence Touzé." — Hervé Monier, brandnewsblog.com"This book invents a new and more responsible mission for marketing. Based on a critical analysis of the current role of marketing in the vast majority of companies, it describes emerging practices and makes concrete suggestions for a marketing that contributes to a positive social and environmental impact." — André Sobczak, associate dean for faculty and research, Audencia Business SchoolTable of ContentsIntroduction 1. Marketing’s Headlong Rush 2. Complexity Killed The Marketing Mix 3. The Emancipated Consumer 4. The Brand: Friend or Foe? 5. Implicative Marketing Afterword
£24.51
Taylor & Francis Explorations in Consumer Culture Theory
Book SynopsisThe literature of marketplace behaviour, long dominated by economic and psychological discourse, has matured in the last decade to reveal the vast expanse of consumption activity not adequately addressed â in either theoretical or empirical perspective - by the discipline's favoured approaches. The lived experience of consumption in cultural and historical context, rendered in a fashion that is both intellectually insightful and authentically evocative, and that recognizes the dynamics of accommodation and resistance that characterize the individual's relationship with the market, is the central interpretive thrust of an emerging interdisciplinary field inquiry broadly labelled consumer culture theory.In this volume, some of the leading scholars of this field explore in great empirical detail and theoretical depth the relationships that the consumer has developed both with goods and services and with the stakeholders that animate markets. Beginning with an examination of the Trade ReviewThe role of culture in consumption has been long acknowledged, but related research has been fragmented and under-appreciated. This volume, with its impressive line-up of topics and authors, will play a vital role in the development of Consumer Culture Theory as the well-spring from which new and deep understandings of the consumer world are emerging. David Glen Mick, McIntire School of Commerce, University of Virginia (Former Editor JCR, Past President, ACR)Consumer Culture Theory is not a theory. It is much more. It is the future of research about consumers, markets, and business. The settings for the research and reflections presented here are fascinating in and of themselves: DNA testing, home away from home, Wal Mart, Christmas trees, personal trainers, gambling casinos, advertising, dolls, and poetry. But even more stimulating are insights into basic human issues addressed in these chapters. They include: Who am I? Where do I come from? What can I become? What is home? What is family? What is ritual in contemporary consumer society? How does gambling emancipate us from the market? What is Consumer Culture Theory? And how has advertising shaped culture and brought order to the world? This is a book that will fascinate, stimulate, and provoke new ways of seeing the world of the consumer. It is about a very vibrant and fresh perspective on consumption that has emerged in the past three decades and clearly has come of age. Russell Belk Kraft Foods Canada Chair in Marketing, Schulich School of Business, York University (Past President & Fellow, ACR)CCT is AOK. This book brings together some of the most effervescent thinking in Consumer Culture Theory. It is the Sprite of scholarship - refreshing, invigorating and deliciously subversive. Covering everything from Christmas trees to DNA tests, Sherry and Fischer's volume sparkles with smarts and spirit and sugar-rush subversion. Image may be nothing but imagination is everything. Exploring Consumer Culture Theory is intoxicatingly imaginative. Enjoy. Stephen Brown, Prof of Marketing, Ulster University This book is an exploration of new ideas, new topics, new ways of thinking and writing. It will bring bright light and some heat to the debate. Exploring Consumer Culture Theory is an important step forward. Grant McCracken (Industry consultant, author, leading consumer behavior theorist, and anthropologist)This second installment (of what one hopes will be many) of Consumer Culture Theory (CCT) conference papers delivers on CCT's promise of pluralism – in directions, inclusions, articulations, applications, theoretics and poetics. It is a must-read for marketers or social scientists with an eye on consumption. This volume invites and incites. Rita Denny, Founding Partner, Practica Group, LLC Eileen Fischer and John Sherry have put together a fine collection of writings from talented contributors whose insights and deft analyses demonstrate, in a variety of ways, how consumption informs and is informed by meaning-making practice. A delightful read, this work promises to invigorate the already lively field of Consumer Culture Theory by situating culture squarely in the crux of consumer research. Daniel Thomas Cook, Rutgers University, author of The Commodification of Childhood Table of ContentsIntroduction, Explorations in Consumer Culture Theory: What Are We Exploring Now?, Eileen Fischer, and John F. Sherry, Jr., Section One: Forming and Framing, From CCT to CCC: Building Consumer Culture Community, Johanna Moisander, Lisa Penaloza and Anu Valtonen, Theoretical Realism: Culture and Politics in Commercial Imagery, Linda M. Scott, Section Two: Time and Space, Banking on History: Reflections in the Archive Mirror, Barbara Olsen, Dwelling in Mobility: Homemaking Among Mobile Professionals, Fleura Bardhi and Søren Askegaard, Section Three: Setting and Self, Are We There Yet? Coproducing Success and Failure in Personal Training, Eileen Fischer, Cele C. Otnes, Brynn Winegard, Eric Li and Sarah Scarbrough-Wilner, Designer Genes: DNA Testing Services and Consumer Identity, Elizabeth C. Hirschman and Donald Panther-Yates, Section Four: Brands and Images, Allomother as Image and Essence: Animating the American Girl Brand, John F. Sherry, Jr., Stefania Borghini, Mary Ann McGrath, Albert Muñiz, Nina Diamond and Robert V. Kozinets, Engineering a Mainstream Market for Sustainable Practices, Diane M. Martin and John W. Schouten, Section Five: Rites and Games, Tinsel, Trimmings and Tensions: Negotiating a Focal Artifact, Cele C. Otnes, Elizabeth Crosby, Robert Kreuzbauer and Jennifer Ho, Stacking the Deck; Gambling in Film and the Diffusion of Casino Gambling, Ashlee Humphreys, Section Six: Poetry, Living Things, Small Things, John W. Schouten, Heading Home, Consumption Kaddish in Four Koans, John F. Sherry, Jr., Haiku for EATNIKS, Eugene Halton, Imagined (Musical) Experiences: Across Four Centuries, George Zinkhan, Conclusion, Reflections and Revanche, John F. Sherry, Jr. and Eileen Fischer.
£43.99
Harvard University Press Consumption Behavior and the Effects of
Book SynopsisIn Consumption Behavior and the Effects of Government Fiscal Policies, Randall Mariger explores how people make decisions about how much to consume and save over their lifetimes. An understanding of these issues illuminates not only individual behavior but important properties of the macro economy as well. The most popular framework for analyzing consumption has been the life-cycle theory. Mariger tests two fundamental, and controversial, assumptions underlying the theorythat there are no planned bequests and that human capital is marketable. To do this, he fits a structural consumption model that incorporates endogenous liquidity constraints (non-marketability of human capital), but no planned bequests, to data on a cross-section of U. S. families. This estimated model, in conjunction with estimates of alternative models, enables him to make inferences about the respective effects of liquidity constraints and social security wealth on consumption. This latter effect yields indirect evidence concerning planned bequests. Mariger also presents direct evidence concerning bequest behavior. Among his findings are that the model fits the data very well in spite of its tight theoretical structure; that liquidity constraints are prevalent and have important effects on consumption behavior; that planned bequests appear not to be common among families in the lower 99.1% of the wealth distribution; and that families in the upper 0.9% of the wealth distribution appear to plan substantial bequests. Mariger devotes the latter part of his book to studying the implications of his estimated consumption model for the effects of government fiscal policies. More specifically, he simulates the model to infer the effects of government tax/debt policy, as well as those of the social security system, on aggregate savings.Trade ReviewAn excellent book. While there have been other empirical studies of liquidity constraints, Mariger’s approach is unique. I particularly like the way he traces out the macroeconomic implications of his micro findings. -- Laurence J. Kotlikoff
£40.76
Taylor & Francis Ltd Social Media Analytics in Predicting Consumer
Book SynopsisInformation is very important for businesses. Businesses that use information correctly are successful while those that don't, decline. Social media is an important source of data. This data brings us to social media analytics. Surveys are no longer the only way to hear the voice of consumers. With the data obtained from social media platforms, businesses can devise marketing strategies. It provides a better understanding consumer behavior. As consumers are at the center of all business activities, it is unrealistic to succeed without understanding consumption patterns. Social media analytics is useful, especially for marketers. Marketers can evaluate the data to make strategic marketing plans. Social media analytics and consumer behavior are two important issues that need to be addressed together. The book differs in that it handles social media analytics from a different perspective. It is planned that social media analytics will be discussed in detail in terms of consumer Table of ContentsThe Concept of Social Media. Social Media Marketing. Formulating a Social Media Strategy . Introduction to Social Media Analytics. Social Media Analytics in Consumer Behavior. Social Media Actions Analytics. Measuring Web Site Performance with Web Analytics. Mobile Analytics. Ethics and Social Media Analytics.
£128.25
Taylor & Francis Consuming Atmospheres
Book SynopsisAtmosphere is a term often used in everyday life to describe how a consumption space feels and has long been an important theme within marketing. There has been renewed interest in atmosphere over recent years in marketing and beyond, with the concept at a crucial point in its development. However, research about atmosphere is often confined into disciplinary silos.Consuming Atmospheres unsettles such disciplinary boundaries by delivering an interdisciplinary collection of cutting-edge work on atmosphere and consumption. Specifically, the book brings together experts from various disciplinary backgrounds to explore how atmospheres are designed, experienced, and researched. Within these three thematic parts organising the collection, atmosphere is explored across a range of consumption and geographic contexts, including pop-up stores, music festivals, tourist spaces, town centres, sports stadia, amusement arcades, food and drink, urban squats, and seaside piers across England, Scotland, Denmark, and Slovenia.The book will appeal to academics and postgraduate students within marketing and beyond, given the chapter authors have backgrounds in marketing, consumer research, geography, sociology, youth studies, art and design, place management, and law. It may also be of interest to practitioners endeavouring to co-create more effective consumption atmospheres, such as marketers, retailers, and place managers.
£37.99
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