Market Research and Consumer Insight : Developing Professionally Researched Marketing Strategies and Campaigns

Market Research and Consumer Insight explores how market research, consumer insight and data analytics inform and underpin marketing and communications planning. Unlike other texts, this book considers how marketing research techniques are applied by marketing managers in practice to ensure more effective campaigns. It provides a holistic overview of the key developments within the field of market research, the main organizations, development of codes of practice and ethics, core concepts, frameworks and models. As well as explaining traditional concepts and helping students to understand when and how to apply these, digital research methods and analytics and their application to marketing strategy are explored in detail. Real-world examples and case studies are embedded through the text, demonstrating marketing and brand issues and business problems that use and apply data and research, both successfully and unsuccessfully. Chapter introductions, summaries and reflective activities help to engage students with the theory. Market Research and Consumer Insight shows students how to turn market intelligence into data-driven decisions, communications propositions and campaign plans. It is recommended reading for undergraduate, postgraduate and professional students studying marketing research, digital marketing analytics, marketing and communications planning, management and strategy. Online resources include PowerPoint slides and a test bank.