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Strategic Market Research: A Guide to Conducting Research that Drives Businesses, by Anne E. Beall PhD
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For a company to embrace market research as a facilitator of change, it must be willing to take the approach that makes the most impact on its organization. That approach is the key in making a difference using market research. In this guide, author Anne Beall shares her unique procedure for conducting strategic market research.
With more than fifteen years of experience in conducting market research, Beall details the strategic principles she has developed that impact the way in which market research can inspire and change an organization. Strategic Market Research discusses
- identifying the strategic questions that will help a business;
- using the right research techniques to answer these questions;
- obtaining the level of depth required to have insight;
- reading the nonverbal communications of research respondents when doing qualitative work;
- identifying the emotional aspects of human behavior;
- using statistical analyses to understand what drives markets;
- going beyond the data to interpret the results and make strategic recommendations.
In addition to addressing both qualitative and quantitative research, Strategic Market Research provides real-life examples illustrating the application of these concepts in various scenarios, including businesses and non-profit organizations. Implementing the strategic approach from the beginning to the end of a project provides information that promotes change.
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- Sales Rank: #244408 in eBooks
- Published on: 2010-07-14
- Released on: 2010-07-14
- Format: Kindle eBook
About the Author
Dr. Anne E. Beall is president of Beall Research & Training, 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. Beall received her M.S., M.Phil. and Ph.D. degrees in social psychology from Yale University
Most helpful customer reviews
14 of 15 people found the following review helpful.
Great, concise guide to make research meaningful
By Daniel P. Wallace
This is a terrific little book. I say little only because it is concise and won't bog you down with unnecessary detail. It gets right to the point, and the value it delivers is anything but small.
There are literally dozens of market research techniques. Dr. Beall does a great job of explaining, in clear, direct language, which ones to use when, and how to use them to generate the strongest, most useful insights possible. That, after all, is the point of market research.
I've seen many research studies that were commissioned by large, sophisticated companies and that obviously were very expensive, and yet produced no actionable insights. Reading this book is a great way to make sure that doesn't happen to you. I'm sure it will be valuable to research providers, but I think it will be most valuable to users of market research, especially those who are about to commission a study. If you're in that position, this book will help you be an active participant in the research design, and will help ensure that you actually get the decision-making information you're paying for.
24 of 28 people found the following review helpful.
Only for people who have never been exposed to research.
By Joe Hopper
This is an introduction into the idea of conducting research. It is not at all a guide. If you are looking for a how-to this is definitely not it. I was rather disappointed based upon the description. It's not a bad book if you are new to research concepts and don't know why you would conduct qualitative research over quantitative, but if you are looking for insight into specific techniques, you'd be better off buying a stat textbook or a book specialized on one aspect of research. Again, not a bad book for someone new to the field, but definitely not a guide.
11 of 13 people found the following review helpful.
An accessible introduction to market research methods
By L. Molina
I use this book for a research methods course I teach at Cambridge College School of Management. This is a very BASIC Introduction to the subject of Market Research. Most marketing research textbooks are dense, complicated, and expensive. Students are likely to forget or not ever apply most of the concepts they read in a typical text book. Beall's book does not provide any information on statistics or measurement perse, but it is practical, accessible, wonderfully priced and a good introduction to concepts that students/readers are likely to remember long term.
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