Description: Most marketing research books explain what research is, but not how to use it to solve specific marketing problems. This new edition of the widely praised Practical Marketing Research shows how to use research to make practical marketing decisions in critical areas, including product development, package design, and sales. Practical Marketing Research is the perfect reference for all levels - as a general introduction to the field of marketing research or as a source that broadens your existing knowledge. This hands-on guide deals with real-world issues and principles. Drawn from the experience of thousands of actual projects involving hundreds of companies, the book can help anyone to control every aspect of a research project, from choosing an interviewing method to estimating and controlling costs, conducting interviews, and analyzing data; learn new techniques; and enhance his or her research skills and career. Practical Marketing Research is packed with helpful tips that will guide you through each step of a project. In nontechnical language, the author explores the best techniques available, including product testing, new product research, advertising research, package testing, name research, image and identity research, business-to-business research, product positioning research, group interviews, and conducting research to be used in the courtroom. In addition, this updated edition includes four new chapters on international research, customer satisfaction research, single-source data, and research for service companies. A glossary of marketing research terms is available for those who need additional information. Whether you're involved with planning and conducting marketingresearch within your organization or working with an outside supplier, theories alone can't help you make better marketing decisions. But Practical Marketing Research can. It tackles the real research issues your business may be facing right now, so you can sell your company's products and services more effectively.

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