Pricing and Forecasting
Pricing heavily influences buying decisions. Companies use pricing studies to evaluate the elasticity of a brand's price and how pricing changes will impact demand. Pricing studies include examining competitor prices and how consumers and businesses evaluate price in relation to other product features. Sales forecasts and potential studies estimate future sales, which many departments use for budgeting, production, and staffing decisions.
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Looking for a book that offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results? Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies.
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