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Author: Danielle Sarver Coombs
Publisher: Rowman & Littlefield
ISBN: 1538145537
Category : Language Arts & Disciplines
Languages : en
Pages : 249
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Book Description
At its core, consumer insights research is fun. Fast paced, creative, and exciting, working in this field means constant interaction and engagement with people, concepts, and ideas. The work is dynamic and intellectually challenging, celebrating innovative approaches that lead to unique explanations of and solutions for important problems. Whether you are working on a media product or a strategic communication campaign, successfully reaching your audience and meeting your objectives requires good research. The Consumer Insights Handbook flips the typical model presented in mass communication research textbooks to emphasize that data should be used to understand people as thoughtful, deliberative audiences. As such, research should be done with the goal of better understanding target audiences in a meaningful way. With this orientation in mind, these insight-driven research projects allow media practitioners and strategic communication professionals to tap into audiences’ wants, needs, and desires through messaging and products designed to resonate. Guided by the author’s own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples.
Author: Danielle Sarver Coombs
Publisher: Rowman & Littlefield
ISBN: 1538145537
Category : Language Arts & Disciplines
Languages : en
Pages : 249
Get Book Here
Book Description
At its core, consumer insights research is fun. Fast paced, creative, and exciting, working in this field means constant interaction and engagement with people, concepts, and ideas. The work is dynamic and intellectually challenging, celebrating innovative approaches that lead to unique explanations of and solutions for important problems. Whether you are working on a media product or a strategic communication campaign, successfully reaching your audience and meeting your objectives requires good research. The Consumer Insights Handbook flips the typical model presented in mass communication research textbooks to emphasize that data should be used to understand people as thoughtful, deliberative audiences. As such, research should be done with the goal of better understanding target audiences in a meaningful way. With this orientation in mind, these insight-driven research projects allow media practitioners and strategic communication professionals to tap into audiences’ wants, needs, and desires through messaging and products designed to resonate. Guided by the author’s own experience in the field as well as guidance from current practitioners on the client, boutique, and agency sides, this book offers an accessible, thorough, and compelling perspective on how to plan for and complete consumer insights research projects from the initial RFP to the final presentation of findings. Each chapter includes a guide for how to conduct in-class research, quotes and recommendations from experts in the field, and case studies and real-world examples.
Author: Hans-W. Micklitz
Publisher: Edward Elgar Publishing
ISBN: 1785366610
Category : Consumer behavior
Languages : en
Pages : 585
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Book Description
Consumer law is worthy of greater academic attention at a time when many new questions arise and old ones need new answers. This unique handbook takes the reader on a journey through existing literature, research questions and methods. It builds on the state of the art to offer a springboard for jumping to the heart of contemporary issues and equips researchers with a starter’s kit to weave together rich traditions, ranging from socio-economics to behavioural analysis.
Author: Mike Grigsby
Publisher: Kogan Page Publishers
ISBN: 0749482176
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
Who is most likely to buy and what is the best way to target them? How can businesses improve strategy without identifying the key influencing factors? The second edition of Marketing Analytics enables marketers and business analysts to leverage predictive techniques to measure and improve marketing performance. By exploring real-world marketing challenges, it provides clear, jargon-free explanations on how to apply different analytical models for each purpose. From targeted list creation and data segmentation, to testing campaign effectiveness, pricing structures and forecasting demand, this book offers a welcome handbook on how statistics, consumer analytics and modelling can be put to optimal use. The fully revised second edition of Marketing Analytics includes three new chapters on big data analytics, insights and panel regression, including how to collect, separate and analyze big data. All of the advanced tools and techniques for predictive analytics have been updated, translating models such as tobit analysis for customer lifetime value into everyday use. Whether an experienced practitioner or having no prior knowledge, methodologies are simplified to ensure the more complex aspects of data and analytics are fully accessible for any level of application. Complete with downloadable data sets and test bank resources, this book supplies a concrete foundation to optimize marketing analytics for day-to-day business advantage.
Author: Andrew Haughwout
Publisher: Academic Press
ISBN: 0128135255
Category : Business & Economics
Languages : en
Pages : 458
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Book Description
Handbook of U.S. Consumer Economics presents a deep understanding on key, current topics and a primer on the landscape of contemporary research on the U.S. consumer. This volume reveals new insights into household decision-making on consumption and saving, borrowing and investing, portfolio allocation, demand of professional advice, and retirement choices. Nearly 70% of U.S. gross domestic product is devoted to consumption, making an understanding of the consumer a first order issue in macroeconomics. After all, understanding how households played an important role in the boom and bust cycle that led to the financial crisis and recent great recession is a key metric. - Introduces household finance by examining consumption and borrowing choices - Tackles macro-problems by observing new, original micro-data - Looks into the future of consumer spending by using data, not questionnaires
Author: Christian Homburg
Publisher: Springer
ISBN: 9783319574110
Category : Business & Economics
Languages : en
Pages : 0
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Book Description
In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.
Author: Margit Keller
Publisher: Taylor & Francis
ISBN: 1317380908
Category : Social Science
Languages : en
Pages : 508
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Book Description
Consumption research is burgeoning across a wide range of disciplines. The Routledge Handbook on Consumption gathers experts from around the world to provide a nuanced overview of the latest scholarship in this expanding field. At once ambitious and timely, the volume provides an ideal map for those looking to position their work, find new analytic insights and identify research gaps. With an intuitive thematic structure and resolutely international outlook, it engages with theory and methodology; markets and businesses; policies, politics and the state; and culture and everyday life. It will be essential reading for students and scholars across the social and economic sciences.
Author: Hans Hedin
Publisher: John Wiley & Sons
ISBN: 1118923626
Category : Business & Economics
Languages : en
Pages : 290
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Book Description
An important update to this roadmap for the development of a corporate intelligence program Market intelligence is the distinct discipline by which organisations systematically gather and process information about their external operating environment in order to facilitate accurate and confident decision making that is based on insight. For companies to thrive in the global post-recession marketplace, their management needs future-oriented business information. The Handbook of Market Intelligence provides a one stop shop, step-by-step roadmap for establishing, conducting and further developing corporate intelligence programs within an organisation and then shows how organisations can turn market data into actionable insights. • Full of best practice advice from hundreds of real-life international case studies • Outlines the anticipated future trends in Strategic Market Intelligence based on unique global survey data • Provides guidance on extracting relevant, useful and accurate market information that can be used for successful business development
Author: Cait Lamberton
Publisher: Cambridge University Press
ISBN: 1009243942
Category : Psychology
Languages : en
Pages : 873
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Book Description
In the last two years, consumers have experienced massive changes in consumption – whether due to shifts in habits; the changing information landscape; challenges to their identity, or new economic experiences of scarcity or abundance. What can we expect from these experiences? How are the world's leading thinkers applying both foundational knowledge and novel insights as we seek to understand consumer psychology in a constantly changing landscape? And how can informed readers both contribute to and evaluate our knowledge? This handbook offers a critical overview of both fundamental topics in consumer psychology and those that are of prominence in the contemporary marketplace, beginning with an examination of individual psychology and broadening to topics related to wider cultural and marketplace systems. The Cambridge Handbook of Consumer Psychology, 2nd edition, will act as a valuable guide for teachers and graduate and undergraduate students in psychology, marketing, management, economics, sociology, and anthropology.
Author: Bill Abrams
Publisher: McGraw Hill Professional
ISBN: 9780071394178
Category : Business & Economics
Languages : en
Pages : 312
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Book Description
The Observational Research Handbook explores the burgeoning qualitative marketing research technique of ethnography or "descriptive anthropology," the observation and analysis of how consumers respond to a product within their own environments based upon their cultural values and relationships. The most comprehensive professional reference available on the subject, The Observational Research Handbook acquaints marketing and advertising professionals, market researchers, and manufacturers of consumer products with what observational research is, what it can add to a consumer marketing effort, and how an ethnographic marketing study is conducted. The book includes insights on setting study objectives, selecting the appropriate research method, defining the parameters of a study, creating interview scripts, applying specific practices and tips to the actual observations, and then compiling and analyzing the results. A complete case study—featuring a real proposal for an observational research study as well as an actual script and analysis of the results—is included in the appendix. Praise for The Observational Research Handbook: "Building great brands means constantly fishing for new ideas with the power to move consumers. This book should be in every marketer's tackle box. Bill Abrams provides a guide to observational research that's fascinating and instructive. -- Elizabeth Ellers Director, Brand Planning & Research Grey Advertising "Bill Abrams takes a topic that is surrounded by academic mystery and makes it understandable and usable for people in business. The learning that Colgate has obtained from observing people shopping and using our products in their homes has been invaluable in designing new products that meet their needs. Observational research is a cornerstone of our consumer insights program." -- Jim Figura Vice President Consumer Research and Insights Colgate-Palmolive Company "Bill Abrams creative director turned observational research guru, opens your eyes to how you can determine how consumers actually relate to and use your product. When you finish the book, you will be a believer!" -- Charles D. Peebler Jr. Chairman Emeritus True North Communications
Author: Rajiv Grover
Publisher: SAGE
ISBN: 141290997X
Category : Business & Economics
Languages : en
Pages : 721
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Book Description
The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
