MARKET RESEARCH. HOW TO UNDERSTAND THE CONSUMER - COLLECTIVE WORK

Discover the fascinating world of market analysis and understand how complex processes influence consumer decisions. This book is the key to understanding what drives people to reach for products, use services, and shop.

• Compendium of knowledge from 50 experts from the Polish Society of Market and Opinion Researchers.
• Practical guide organizing current knowledge about market research.
• Research methods and techniques in numerous business areas.
• Description of the elements of the research process from brief to presentation of results.
• Empirical examples and practical exercises.
• Glossary explaining key concepts.
• Current knowledge about market research.

The book "Market Research. How to Understand the Consumer?" is a collection of knowledge and experience from experts from the Polish Society of Market and Opinion Researchers. The authors, who are daily involved in collecting data, conducting analyses, and building recommendations, have created a useful guide for anyone interested in marketing research.

This publication offers the opportunity to familiarize yourself with various research methods and techniques that are used in various business areas. Divided into several parts, the book guides the reader through the entire research process, from brief to presentation of results, offering practical tips and examples.

In the book, you will also find research answers to specific business questions that clients struggle with. In addition, a glossary of key concepts makes it easier to understand specialized terminology. The chapters are enriched with expert quotes, empirical examples, and practical exercises, which makes it even more valuable for the reader.

Technical data:

Publisher: Scientific Publishing House PWN

Year of publication: 2021

Binding: hardcover

Number of pages: 736

Format: 295x215 mm