Mittwoch Juni 01, 2005
Conjoint Analysis & Test Marketing
Marketing research is currently the new focus area of my personal professional develoment efforts. Therefore, I'm reading quite a bit about different marketing research tools, and I'm talking to brand and product managers at different FMCG companies. Here are a few HBR's that I found quite interesting, at least for a start:
● Conjoint Analysis: A Manager's Guide
● Analyzing Consumer Preferences
● Analyzing Consumer Perceptions
● When, Where, and How to Test Market
● Test Marketing in New Product Development
I found the HBR's about conjoint analysis more useful than the ones about test marketing, but others might have different opinions. Soon I will also share my experiences about some books about marketing research and statistics as well as about the course material provided by the German distant learning university "FernUniversität Hagen" and the Edinburgh Business School.
What useful resources do you know about marketing research?
( Jun 01 2005, 12:15:12 PM CEST )
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