The Handbook of Marketing Research

The Handbook of Marketing Research targets users as well as  suppliers of marketing research. For users of marketing research, its reader-friendly exposition serves the purpose of making them better informed on when and how market research should be used. For suppliers of marketing research, it provides reasons and ways for them to become trusted advisors enabling them to make marketing research deliver market insights. By targeting to both users and suppliers, the book hopes to raise the level of satisfaction of all the stakeholders in marketing research, and of businesses in general, as they increasingly adopt fact-based decision making approaches and embrace the concept of Market Orientation.   The handbook addresses different aspects and ways of delivering insights in four sections. The first part of the book focuses on the insights topic.  It addresses what kind of information could be believed as insights by clients; how such insights can be generated by individual marketing researchers as trusted advisors at the project level; and how insights can be routinely produced at the marketing research organizational level.    The second part of the book discusses techniques of gathering accurate data that is capable of yielding insights.  It presents traditional quantitative data gathering techniques, innovative qualitative techniques as well as emerging online methods.  It also details how accuracy and representativeness of data can be ensured through minimization of response bias, utilization of proper sampling techniques, weighting of data, and appropriate treatment of missing data.     Part three of the book is devoted to data analysis.  Starting with basic data analysis techniques, the section presents advanced analytics techniques which have a greater chance of producing market insights.  These include models such as Logit, Tobit, Probit, Conjoint, Discrete Choic Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.