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Strategic Market Research: A Guide to Conducting Research that Drives Businesses, by Anne Beall
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What determines whether market research makes a difference for an organization? The difference is the approach. Strategic market research is an approach that makes a large impact on the companies that use it. In Strategic Market Research, author Anne Beall shares her unique approach for conducting market research.With more than fifteen years experience of conducting market research, Beall details a set of strategic research principles she has developed. Strategic Market Research discusses:Identifying the strategic questions that will help a businessUsing the right research techniques to answer these questionsObtaining the level of depth required to have insightReading the nonverbal communications of research respondents when doing qualitative workIdentifying the emotional aspects of human behavior Using statistical analyses to understand what drives marketsGoing beyond the data to interpret the results and make strategic recommendationsIn addition to talking about qualitative as well as quantitative research, Strategic Market Research provides real-life examples of how these concepts have been applied in businesses and non-profit organizations. Implementing the strategic approach from the beginning to the end of a project provides information that inspires and changes organizations.
- Sales Rank: #1493061 in Books
- Brand: Brand: iUniverse
- Published on: 2008-11-03
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .24" w x 6.00" l, .33 pounds
- Binding: Paperback
- 96 pages
- Used Book in Good Condition
About the Author
Dr. Anne E. Beall is president of Beall Research & Training, Inc. and has held positions at The Boston Consulting Group and National Analysts. She specializes in conducting large-scale, complex strategic studies for Fortune 500 companies. Beall received her M.S., M.Phil. and Ph.D. degrees in social psychology from Yale University
Most helpful customer reviews
0 of 0 people found the following review helpful.
Great Book!
By D. Doolittle
Strategic Market Research is a Great Book! It is a very concise guide to conducting good market research. Lots of useful tips and ideas without being too wordy.
24 of 28 people found the following review helpful.
Only for people who have never been exposed to research.
By Joe Hopper
This is an introduction into the idea of conducting research. It is not at all a guide. If you are looking for a how-to this is definitely not it. I was rather disappointed based upon the description. It's not a bad book if you are new to research concepts and don't know why you would conduct qualitative research over quantitative, but if you are looking for insight into specific techniques, you'd be better off buying a stat textbook or a book specialized on one aspect of research. Again, not a bad book for someone new to the field, but definitely not a guide.
11 of 13 people found the following review helpful.
An accessible introduction to market research methods
By L. Molina
I use this book for a research methods course I teach at Cambridge College School of Management. This is a very BASIC Introduction to the subject of Market Research. Most marketing research textbooks are dense, complicated, and expensive. Students are likely to forget or not ever apply most of the concepts they read in a typical text book. Beall's book does not provide any information on statistics or measurement perse, but it is practical, accessible, wonderfully priced and a good introduction to concepts that students/readers are likely to remember long term.
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