By Sunny Crouch
The aim of Marketing learn for Managers is to let managers to turn into extra educated examine clients and dealers. The extra managers learn about how advertising and marketing learn works, the greater they are often in utilizing it as a administration software. This new version of the textual content contains: * the improvement of the "knowledge economic climate" * research of shopper courting administration * entire dialogue of digital concepts * New and up-to-date case stories and examples * hugely useful and informative * New fabric which highlights the impression of recent expertise * New case reviews and examples
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Additional resources for Marketing Research for Managers
Trade Partners is the UK national reference service for public use of world-wide statistics and is of particular use to exporters. The centre holds a significant amount of information on UK and overseas markets. Economic, social, industry and market data is held for all countries of the world. It includes telephone, fax and trade directories (except UK), market surveys, development plans and mail order catalogues. It has online databases and CD-ROM-based information on a number of countries, which may be searched by country, sector or subject.
Like Nielsen, TNSofres produces a range of syndicated and ad hoc research. Super panel is a panel of 15,000 households and produces data on consumer purchasing. Data is gathered twice weekly. com/uk 10. uk). TGI (Target Group Index), a service provided by BMRB, is a comprehensive source of customer 40 Chapter 4: ‘Off-the-peg’ Research Chapter 4: ‘Off-the-peg’ Research 41 information for a broad spectrum of consumer goods and services. It is based on a sample size of 25,000 comprehensive interviews.
In multicountry research this is a major problem. It is important to realize that classification of data varies from country to country, as do definitions of product sectors. For example, data on the sugar confectionery industry in south-east Asia may include information on candied fruits, and the definition of what constitutes a low alcohol beer varies substantially even within Europe. The answer is to check the methodology and if in doubt to contact the producer of the data. 48 Chapter 4: ‘Off-the-peg’ Research Chapter 4: ‘Off-the-peg’ Research 49 Sources of secondary data will vary widely in terms of reliability of the data, how specific it is to a particular problem, how recent the information is, the amount of bias or vested interest in the data source and, particularly when using press report services, the amount of useful information hidden in the verbiage.
Marketing Research for Managers by Sunny Crouch