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Strategic Market Research: A Guide to Conducting Research that Drives Businesses, Second Edition Paperback – July 14, 2010


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Strategic Market Research: A Guide to Conducting Research that Drives Businesses, Second Edition + Market Research In a Week: A Teach Yourself Guide (Teach Yourself: Business) + Marketing Research Kit For Dummies
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Product Details

  • Paperback: 122 pages
  • Publisher: iUniverse (July 14, 2010)
  • Language: English
  • ISBN-10: 1936236168
  • ISBN-13: 978-1936236169
  • Product Dimensions: 6 x 9 x 0.2 inches
  • Shipping Weight: 4.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.2 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #56,851 in Books (See Top 100 in Books)

Editorial Reviews

About the Author

Anne E. Beall is president of Beall Research, 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. She received her MS, M.Phil. and Ph.D. degrees in social psychology from Yale University.

Customer Reviews

4.2 out of 5 stars
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See all 10 customer reviews
The author breaks down a complex topic into practical, easy to understand concepts.
margo borgione
This compact and useful guide will serve as a strong primer for those new to marketing research professionally, as well as to business students.
Fiona Ray
It is a very concise guide to conducting good market research with up to date insight on the latest methods.
D. Doolittle

Most Helpful Customer Reviews

4 of 4 people found the following review helpful By Kathlyn Albright Lewis on October 25, 2010
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I picked up this book at the recommendation of a professor - it's a great place to start for anyone who thinks they might be interested in market research but doesn't really know what it is. The book is short, clear and stays on topic, covering big ideas in a very digestible way for people who want an initial exposure to the field without being overwhelmed. As a first-time student of market research, I was particularly pleased to find a table in the book that paired different market research tools with different scenarios. This book would probably be too simple for someone with extensive market research experience, but for a beginning student, I think it's ideal. It would also be great for a business owner who is thinking of buying market research for their business but doesn't know how to get started.
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2 of 2 people found the following review helpful By Fiona Ray on October 22, 2012
Anne Beall is a talented and highly experienced marketing researcher who shares her knowledge on how to approach and think about marketing research strategically. This compact and useful guide will serve as a strong primer for those new to marketing research professionally, as well as to business students. However, it also provides solid advice and issues to consider for experienced practitioners and users of marketing research.
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Highly recommend for individuals who purchase consumer research services. The author breaks down a complex topic into practical, easy to understand concepts. The references to real business needs and how the application of research techniques can provide key insights to assist in strategic business decisions was very useful. Whether you are new to market research or very experienced, this book serves as a great guide to understand the variety of approaches to consider for your next research project.
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1 of 1 people found the following review helpful By jk3131 on January 4, 2011
I love the concise nature of this book. It is not bogged down with research jargon or statistics. It's a very clear and concise overview on how to conduct quality research. It would be helpful for both managers conducting their own in-house research and those who outsource. Well worth the price.
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This is the perfect primer for anyone who suspects that their business would be better if they made decisions about products, pricing, communication, etc., based on facts rather than guesswork. What I like most about it is that the author is not interested in flogging some grand theory. She's interested in making sure her readers use market research to get information they can actually use to make better decisions. The context she sets is that there are many ways to know things about your current and potential customers, that the place to start is by figuring out what you really need to know - what decision you're trying to make - and ONLY then decide what research methodologies will get you there. If that's what you want, the book is a little jewel.
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