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Market research

See below for a selection of the latest books from Market research category. Presented with a red border are the Market research books that have been lovingly read and reviewed by the experts at Lovereading. With expert reading recommendations made by people with a passion for books and some unique features Lovereading will help you find great Market research books and those from many more genres to read that will keep you inspired and entertained. And it's all free!

Consumer Behavior and Advertising Involvement Selected Works of Herbert E. Krugman

Consumer Behavior and Advertising Involvement Selected Works of Herbert E. Krugman

Author: Edward P. (Cahill Gordon & Reindel, LLP, New York, USA) Krugman Format: Paperback / softback Release Date: 18/10/2018

This book is an honor to the many important contributions of Herbert Krugman, past president of APA, The Division of Consumer Psychology and The Association for Public Opinions Research. This reader contains his selected works in Consumer Behavior and Advertising which combine insights from Cognitive Psychology, Social Psychology and Survey Methodology. William Wells, University of Minnesota, has provided the foreword and section overviews for the book which will help it appeal to all academics and students of consumer research.

Qualitative Marketing Research Understanding Consumer Behaviour

Qualitative Marketing Research Understanding Consumer Behaviour

Author: Dominika (University of Warsaw, Poland) Maison Format: Paperback / softback Release Date: 15/10/2018

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.

Qualitative Marketing Research Understanding Consumer Behaviour

Qualitative Marketing Research Understanding Consumer Behaviour

Author: Dominika (University of Warsaw, Poland) Maison Format: Hardback Release Date: 10/10/2018

This is a perfect guide to understanding the core principles of qualitative marketing research. It presents qualitative marketing research in the broader context of marketing and managerial decisions, consumer psychology and contemporary knowledge about unconscious and automatic processes. Different types of qualitative marketing research methods are examined, from the classic focus group interview (FGI) and individual in-depth interview (IDI), to more cutting-edge methods such as ethnography or bulletin boards, which enable marketing researchers to discover and understand real consumer motivations, needs, values, and attitudes. With numerous international case studies, including PepsiCo, Unilever, Danone, Nestle, Aviva and Citibank, the book is uniquely practical in its approach. It is vital reading for advanced undergraduate and postgraduate students of marketing research, consumer behaviour and consumer psychology.

Marketing Research for Small Business An Efficient and Effective Functional Approach

Marketing Research for Small Business An Efficient and Effective Functional Approach

Author: David J. Smith, Barbara Herter Format: Paperback / softback Release Date: 10/10/2018

Marketing Research for Small Business: An Efficient and Effective Functional Approach is as the title suggests, a work focused on providing small to medium sized firms with the tools and techniques needed to successfully undergo a marketing research campaign. Special consideration is made for firms with limited budgets and knowledge of appropriate research techniques. Two of the most common comments made regarding marketing research for small firms are: 1) It is too expensive and 2) it is too complicated. The authors work hard at setting straight these two chief concerns. Good marketing research can uncover substantial insight into your customer, competitor, market and potential new business opportunities. This book is primarily broken into three parts, with the first part focusing on the setup. Specifically, the content is directed at how research benefits the firm, how the research agenda is setup, and how firms can look at existing data first to answer some of their key questions. The second part looks at collecting information, either existing or new, making sure that everything you want to know is made possible. And lastly, we explain very simply how to analyze the information and turn it into usable knowledge. It is interesting sometimes when speaking with small business owners who are struggling to grow their business. They often do not really know their customer or business well for that matter. Normally, the typical entrepreneur has an idea, possibly affirms it with a few friends, and then runs with it. This is a disastrous formula with a high percentage chance of failure. It goes along with the old saying: It is much better to build on rock than sand. This simply means that preparation through knowledge gathering, preferably early in the process, is the key to success. As Benjamin Franklin once said, An investment in knowledge pays the best interest.

Kleines Iran-Lexikon Hintergrundwissen Fur Das Erfolgreiche Iran-Geschaft

Kleines Iran-Lexikon Hintergrundwissen Fur Das Erfolgreiche Iran-Geschaft

Author: Michael J. Gorges Format: Paperback / softback Release Date: 06/10/2018

Globalisation and Leadership in Africa Developments and Challenges for the Future

Globalisation and Leadership in Africa Developments and Challenges for the Future

Author: Okechukwu Ethelbert Amah Format: Hardback Release Date: 02/10/2018

Focusing on both pre-colonial and post-colonial eras, this book aims to cultivate a greater understanding of globalisation processes in the context of leadership behaviour in Africa. Analysing empirical evidence and theoretical frameworks, the author evaluates the role of leaders in the failure of African globalisation and seeks to propose an initiative for change. As emphasis shifts from world control to regional and sub-regional control, the new face of globalisation offers an opportunity for Africa to grow and develop with a new leadership perspective. Presenting servant leadership as a solution to Africa's global failures, this timely book explores the challenges of governance, resource management and regionalisation, and will be of value to anyone interested in the development of Africa as a continent.

Signature Experience

Signature Experience

Format: eBook Release Date: 01/10/2018

This volume argues that fashion and luxury brands should craft the customer experience with the same attention as they do with products, injecting creativity in all relevant touch-points. In crafting the experience, not only physical and digital touch-points will be considered but also human touch-points. However crafting is not enough if the execution is not well engineered. This book explores how fashion and luxury organizations are usually divided into sylos (design, marketing, sales) and are more product-centric then consumer-centric. To become signature, the customer journey should be the result of a new organization design and company culture enabled by three factors: data and technology, people and organizational mechanisms, and processes design and execution.

A Concise Guide to Market Research The Process, Data, and Methods Using IBM SPSS Statistics

A Concise Guide to Market Research The Process, Data, and Methods Using IBM SPSS Statistics

Author: Marko Sarstedt, Erik Mooi Format: Hardback Release Date: 28/09/2018

This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in market research. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. Hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis, as well as essential descriptive statistics, are covered in detail. Highly engaging and hands-on, the book includes many practical examples, tips, and suggestions that help readers apply and interpret the data analysis methods discussed. The new edition uses IBM SPSS version 25 and offers the following new features: A single case and dataset used throughout the book to facilitate learning New material on survey design and all data analysis methods to reflect the latest advances concerning each topic Improved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies, and much more A glossary that includes definitions of all the keywords and other descriptions of selected topics Links to additional material and videos via the Springer Multimedia App

Win/Loss Analysis

Win/Loss Analysis

Author: Ellen Naylor Format: eBook Release Date: 11/09/2018

Do you want to win and retain more business? Nail the competition? When you win deals, do you know why you win them? When you lose deals, do you know why you lose them? When your existing customers choose you again, why do they? When your existing customers abandon you, why do they?If you dont ask your customers and those who chose a competitor, you wont truly discover why youre winning and losing deals. Find out why buyers choose to do business with you or your competition. Learn how they went about making their buying decision.If your company is struggling, losing its visibility or failing in growth projections, you need Win/Loss Analysis. Woven throughout are steps to gather and implement competitive intelligence, customer insight and strategic panache. You will pull insight to develop specific buyer personas.With the guidance of Win/Loss Analysis, you will discover how to remove the guesswork, and gain more business by conducting Win/Loss interviews with your customers and former prospects--after the buying decision has been made.For over two decades, Win/Loss expert Ellen Naylor has guided executives and managers to world-class results with her 12-Step Win/Loss process. Now you will get her inside tips and secrets to lead your company to do the same.Not convinced yet? Research shows that taking action from a formal Win/Loss program can improve win rates between 15 to 30 percent.Bronze Independent Publishers award Business/Career/Sales category.

Perspectives on Consumer Choice From Behavior to Action, from Action to Agency

Perspectives on Consumer Choice From Behavior to Action, from Action to Agency

Author: Gordon R. Foxall Format: Paperback / softback Release Date: 05/09/2018

Evaluating the ways in which we construe consumer choice, this book examines the psychology, methods and realities of the role it plays for today's consumer. Confronted by competing brands and products, services, and e-tailed opportunities that are but a click away, how does the consumer choose among them to achieve the particular array of goods to suit their lifestyle? Consumer researchers often seek to explain consumer choice by attributing it to beliefs, desires, attitudes, and intentions in the absence of any theoretical justification. Perspectives on Consumer Choice is the outcome of a research program that employs cognitive explanations in a responsible and disciplined way to genuinely elucidate consumer choice in social scientific terms. Employing a reasoned approach to understanding consumption, this book builds upon theoretical and empirical research in economic psychology, behavioral economics and philosophy as well as marketing and consumer research.