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User-friendly marketing research / Dr. Ned Roberto.

By: Publisher: Manila, Philippines : REX Book Store, [2016]Edition: Fourth editionDescription: xviii, 249 pages, 5 unnumbered pages of plates ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9789712384578
Subject(s): DDC classification:
  • 658.83 .R642 2016
Summary: "This latest edition of User-Friendly Marketing Research provides new insights and updated tools while retaining its research-user-friendliness. Only a few author like Ned can masterfully produce a book that is appealing to both academicians and practitioners, and useable in the classroom as well as in the corporate jungle. As a student friendly guide, it provides a novel yet engaging learning methodology at the end of each chapter called "Learning by Doing... Class Activity Projects" that challenges pairs of students to do practical exercises to validate and deepen their understanding of the lessons in the chapter. To marketing professionals, it is a comprehensive roadmap to cost-effective, yet evidence-based market research, peppered with the author's insights and examples derived from his rich consulting experience. It discusses dimensionalizing and self-segmentation in which consumers redefine quality attributes. market segments, and consequently one's competitors. Traditional demographics and competitive analysis normally will not capture these critical consumer behaviors and may lead marketing efforts to the wrong path. Similarly, the book admonishes the researcher not to oversimplify the consumers' purchase decision making-they decide in pairs of triads of the marketing mix or levers, not one at a time. The section on the "7 Brand Positioning Models" present the reader with various positioning options that can adapt to complex or even unexpected consumer behaviors and expectations from one's product or brand. CEO's and not just marketing executives should find the section on "Data Analysis for the Revenue Maximizing Price" valuable. Using the Roberto PSR (Price Sensitivity Research) model, the book provides a simple data collection and analysis procedure to optimally price a product to maximize sales."--Foreword
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Holdings
Item type Current library Call number Status Date due Barcode
Print Materials Main Library Filipiniana Section 658.83 .R642 2016 4thed. (Browse shelf(Opens below)) Available 0121471

Replacement for Applied marketing researcher: for data-based marketing decisions. Eduardo L. Roberto. Accession no. 0061132

Includes references (pages 231-240) and index.

"This latest edition of User-Friendly Marketing Research provides new insights and updated tools while retaining its research-user-friendliness. Only a few author like Ned can masterfully produce a book that is appealing to both academicians and practitioners, and useable in the classroom as well as in the corporate jungle.

As a student friendly guide, it provides a novel yet engaging learning methodology at the end of each chapter called "Learning by Doing... Class Activity Projects" that challenges pairs of students to do practical exercises to validate and deepen their understanding of the lessons in the chapter. To marketing professionals, it is a comprehensive roadmap to cost-effective, yet evidence-based market research, peppered with the author's insights and examples derived from his rich consulting experience. It discusses dimensionalizing and self-segmentation in which consumers redefine quality attributes. market segments, and consequently one's competitors. Traditional demographics and competitive analysis normally will not capture these critical consumer behaviors and may lead marketing efforts to the wrong path. Similarly, the book admonishes the researcher not to oversimplify the consumers' purchase decision making-they decide in pairs of triads of the marketing mix or levers, not one at a time. The section on the "7 Brand Positioning Models" present the reader with various positioning options that can adapt to complex or even unexpected consumer behaviors and expectations from one's product or brand.

CEO's and not just marketing executives should find the section on "Data Analysis for the Revenue Maximizing Price" valuable. Using the Roberto PSR (Price Sensitivity Research) model, the book provides a simple data collection and analysis procedure to optimally price a product to maximize sales."--Foreword

Adult

Text in English

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