Marketingový výzkum - Postupy, metody, trendy – Tahal Radek (2022)

The new edition of the book comprehensively addresses current methods and techniques of contemporary marketing research. With its practicality and the relevance of its findings, this publication has no competition in the market. Recognized Czech experts have prepared the book as a professional guide for all who utilize marketing research – marketing professionals in companies and other organizations, project researchers, and university marketing students. The authors reflect modern technologies and procedures in the book. Each topic is approached practically, considering both Czech conditions and the international market. You will become familiar with the role of marketing research, the principles of proper formulations when commissioning research projects, and you will learn about various methods and techniques of both quantitative and qualitative research. Special attention is given to the statistical evaluation of results, and interactive visualization and presentation tools for marketers and salespeople 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 number of practical applications in the areas of product and price testing, lifestyle research, and advertising tests...