Operational market research

BOOK TIP In the book "Operational Market Research", authors Marco Ottawa and Christian Rietz explain what characterizes operational market research, how it works and where the challenges of the future lie.The book offers a good overview of the requirements, tasks and perspectives of operational market research. Due to the generous use of foreign words and complex sentence constructions, the style is more academic than practice-oriented; in terms of content, the book is aimed primarily at beginners, some statements ("The core of a results report is the presentation of the results") are even downright banal, and the unintentionally comical use of foreign words, such as when "apathy" is mentioned but "antipathy" is meant, does not speak for the quality of the editing. Occasionally the impression is created that the main task of the company market researcher is less market research than self-promotion and job security.getAbstract recommends this book to anyone looking for an introduction to the topic of company market research.getAbstract rating: 5Feasibility: 7Degree of innovation: 5Style: 4

Publisher: OldenbourgYear of publication: 2015Pages: 326ISBN: 9783110425765