MARKETING RESEARCH. METHODS, TECHNIQUES AND APPLICATION AREAS

Discover the fascinating world of marketing research! This book is a compendium of knowledge for anyone who wants to understand the mechanisms governing the market. Learn proven methods and techniques to help you make informed business decisions and succeed in the dynamic world of marketing. Whether you are a student, practitioner or entrepreneur, this publication will provide you with the necessary tools to analyze the market and effectively plan marketing strategies.

• Complete guide to marketing research
• Current methods and techniques tailored to modern challenges
• Practical examples from Polish companies
• Useful tools for forecasting sales and determining market potential
• Detailed discussion of market segmentation and product management
• Extensive bibliography for further knowledge deepening

The book "Marketing Research. Methods, Techniques and Application Areas" is a comprehensive study that combines theory and practice. The authors, drawing on many years of experience, present the entire research process, from formulating the research problem, through the selection of methods and techniques, to the analysis and interpretation of results. This publication is an invaluable source of knowledge for all those who want to effectively use marketing research in their activities.

The book includes a detailed discussion of topics such as research on the effectiveness of online advertising, neurobiological techniques and eye tracking, scenarios for focused group interviews and examples from Polish companies. The authors also present modern methodological solutions using the Internet, as well as well-chosen qualitative and quantitative methods. Thanks to this textbook, you will gain comprehensive knowledge about marketing research and learn how to use it in practice.

Scientific Publishing House PWN, known for its high-quality scientific publications, gives you a textbook that will certainly meet the expectations of even the most demanding readers. This book is not only a source of knowledge, but also an inspiration to search for innovative solutions in the field of marketing. Thanks to it, you will gain a competitive advantage and achieve success in business.

From the review by Prof. Dr. habil. Józef Garczarczyk: "I consider the book to be one of the most valuable items devoted to this issue on the Polish market. This is the result of the methodological approach used in it, which includes the research procedure, sources of information, methods and research techniques. Interestingly selected examples very well show the specificity and usefulness of the methods used in solving marketing problems related to, among others, market segmentation, marketing products, the choice of distribution channels and customer service, as well as measuring the effects of communication, including online advertising."