Marketing research

This new edition of the book provides a comprehensive look at the current methods and techniques of contemporary marketing research. Its practicality and up-to-date insights make it an unparalleled publication on the market. Renowned Czech experts have prepared the book as an expert guide for everyone who uses marketing research – marketing professionals in companies and other organisations, research project implementers, and university marketing students.
In the book, the authors reflect on modern technologies and procedures. They approach individual topics practically and with consideration for both Czech conditions and the international market. You will become acquainted with the role of marketing research, the principles of correct wording when commissioning research projects, and you will learn about the individual methods and techniques of quantitative and qualitative research.
A new addition to this edition is a chapter on customer experience (CX). You will learn why companies want to measure it, and there are practical tips on how to implement these projects. Special attention is focused on the statistical evaluation of results, and interactive display and presentation tools for marketers and businesspeople are also described. The authors introduce modern research methods such as neuromarketing, eye tracking, emotion coding, and ethnography. A separate chapter is dedicated to media measurement. The book offers a range of practical applications from the fields of product and price testing, lifestyle research, and advertising campaign testing. Finally, it mentions ethical rules and advice on how to proceed correctly when selecting a research agency.