Market Research Handbook

About the Book

The results of marketing research can inform marketing decisions such as in concept/product testing, market segmentation, competitive analysis, customer satisfaction studies, etc. and illustrates the need for measurement.

The book summarizes all essential measurements widely adopted by researchers with insightful perception. It consists of three indispensable sections of market research: market general, competitor analysis, and consumer analysis. Each specific measurement contains in-depth understanding of measurement starting from definition through method explanation to practical case study. Specifically, it discloses many valuable research techniques and experienced application know-how from the professional research agencies.

The book can be a useful reference for practitioners and excellent supplementary reading material for students. Different from other academic market research book, the book contains numerous case studies derived from customized projects at research agencies which also make this book easy to understand for student and beginners.

About the Author

Jie Xu, industrial manager of Frost & Sullivan, member of American Chemical Society and Royal Society of Chemistry (UK), holds M.Phil from Heriot-Watt University, UK, has published numerous papers on market research and has been frequently invited to be speaker in the international conferences to comment on the market growth trend and regular contributor for the professional magazines.