Market Research

Marketing Analytics provides guidelines in the application of statistics using IBM SPSS Statistics Software (SPSS) for students and professionals u...

Consumer psychology is an important area that studies how our thoughts, beliefs, feelings, and perceptions influence our buying behaviors. To under...

Substantial progress has been made in the conceptualization of values within psychology. The importance of values is also acknowledged in marketing...

Consumers make purchasing decisions every day, taking into account their needs, preferences and beliefs which may change due to various determinant...

This book examines returns on experience and managerial practices to generate deeper collaboration, intensify co-creation, support start-ups and es...

The unspoken rules and unquestioned assumptions that make up an organization’s culture are so well hidden that, once we become insiders, we stop no...

In recent years, luxury goods markets have faced significant changes that have influenced both the dynamics of the competition, as well as their st...

Value-based pricing – pricing a product or service according to its value to the customer rather than its cost – is the most effective and profitab...

This book provides an understanding of the concept of marketing and its role in business and public organization including the need for scientific ...

Value-based pricing – pricing a product or service according to its value to the customer rather than its cost – is the most effective and profitab...

How can we overcome the rapidly ageing postmodernist paradigm, which has become sterile orthodoxy in marketing? This book answers this crucial ques...

This book provides an understanding of the concept of marketing and its role in business and public organization including the need for scientific ...

This highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications, and technologies, f...

This highly regarded textbook provides the definitive account of Customer Relationship Management (CRM) concepts, applications, and technologies, f...

Scholarly and extensively footnoted, the book is meant to be used as a sourcebook for anthropological research. . . . The book′s primary audience s...

The articles are not a series of condemnations of past and current marketing practices; rather, they provide objective, heavily footnoted descripti...

Scholarly and extensively footnoted, the book is meant to be used as a sourcebook for anthropological research. . . . The book′s primary audience s...

Linda F. Alwitt and Thomas Donley′s excellent new book reinvigorates the discussion of the major issues in this critical domain and provides creati...

Involving Community Members in Focus Groups is a must for those who want to teach others to conduct focus group interviews, particularly non-resear...

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-...

Struggling with focus groups questions? Asking the right questions is critical in focus group interviewing. Developing Questions in a Focus Group d...

Linda F. Alwitt and Thomas Donley′s excellent new book reinvigorates the discussion of the major issues in this critical domain and provides creati...

Richard Krueger offers a rich and valuable discussion of focus group analysis that is sure to become a major guide in future focus group efforts. B...

Qualitative Methods for Marketplace Research is the only text of its kind on the market today. Designed especially for students and practitioners, ...

Use Adobe Analytics as a marketer —not a programmer! If you're a marketer in need of a non-technical, beginner's reference to using Adobe Analytics...

Moderating Focus Groups is indispensable for those who want to improve their focus group moderating skills. Based on years of experience in moderat...

Other-regarding preferences, hence appreciation of others’ welfare, are mainly culturally transmitted, whereby most of the development takes place ...

The author examines the productivity, profitability and welfare effects of industrial clustering and a public policy promoting industrial clusters ...

Unlike other books which focus solely on the business or profit aspects of measuring the customer experience, this book focuses on the benefits to ...

This book examines modern consumption, focusing on concepts of autonomy and rationality. In recent years, conventional ideas of 'free will' have co...

Tony the Tiger. The Pillsbury Doughboy. The Michelin Man. The Playboy bunny. The list of brand mascots, spokes-characters, totems and logos goes on...

This volume comprises scientific contributions in the context of the 5th annual conference of the European Association of Sports Economics (ESEA), ...

Asia is no longer simply the continent to which the world turns for outsourcing and off shoring of production, leaving retailing to Western countri...

To expand existing literature on loyalty schemes, the impact of stand-alone vs. multi-partner programs on customer loyalty was evaluated. In additi...

Socially desirable responding (SDR) is an often-reported source of bias in survey interviews. It describes the tendency of a respondent to answer i...

The aim of this book is to outline an organisational perspective in exploring public trust. A public management model, adopted for ongoing consider...

The voluntary provision of public goods is a puzzle for scholars from economics and related disciplines. While different incentives have been propo...

This book centers on the question on how to gain detailed insights into shopper behavior at the POS and how to optimize the shopping experience in ...

This book is a collection of technology startup cases in Asia, told in a narrative form, to give readers an insider view to how innovators and tech...

This study combines psychological fundamentals with Institutional Economics in order to understand relevant aspects of consumers’ decision making a...

Consumer satisfaction is one of the most widely investigated topics in marketing research. Yet, despite the huge research efforts invested in this ...

Survey data are used in many disciplines including Social Sciences, Economics and Psychology. Interviewers’ behaviour might affect the quality of s...

What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understan...

This book is a collection of technology startup cases in Asia, told in a narrative form, to give readers an insider view to how innovators and tech...

Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related field...

In China, inequality in social welfare is of rising political concern. This case study analyzes the determinants of well-being of rural households ...

What drives children as consumers? How do advertising campaigns and branding effect children and young people? How do children themselves understan...

Unlike other books which focus solely on the business or profit aspects of measuring the customer experience, this book focuses on the benefits to ...