The book "Research and Marketing Metrics," which is one of the first books in the "Marketing-Management" series published by Kleidarithmos, offers an in-depth analysis of the techniques and tools for effective marketing research and the application of the metrics required by the modern business environment.

Through this essential handbook, discover the power of data and evolve your strategies. Study a comprehensive guide that covers every aspect of the field, from survey design and experimental design to questionnaire construction and data collection. The book thoroughly examines quantitative research methods, providing clear guidance on statistical analysis and performance evaluation. Equally extensive and analytical is the presentation of the most popular qualitative research methods, enriched with real examples from the Greek market.

Whether the sections of the book relate to qualitative or quantitative research, theoretical knowledge and practical application are combined in such a way as to ensure you have all the necessary information to succeed in your objectives. Given the importance of marketing accountability to senior management, the performance measurement of marketing strategies and programs must be conducted systematically and with appropriate tools. These tools, the Marketing Metrics, are presented in detail in the book, categorized and accompanied by simple examples.

Ideal for both students and professionals, this book offers detailed explanations, practical case studies, and applicable knowledge that you can immediately use in your work environment. Readers will learn how to collect, analyze, and utilize research data to ensure that the marketing strategies they implement are effective and well-documented.

Whether you are a beginner in the field of marketing research or wish to enhance your existing skills, this handbook serves as the ideal resource to guide you in understanding and managing the complexities of research and metrics with clarity and precision. By studying this book, you will gain the expertise to develop and implement data-driven strategies, and access an inexhaustible source of knowledge that will help you improve your skills and better understand modern marketing trends and practices.

Contents:

• Introduction to Market/Marketing Research
• The Research Proposal and Market/Marketing Research Methodology
• Qualitative Research I: Focus Groups
• Qualitative Research II: In-Depth Interviews
• Qualitative Research III: Projective Techniques
• Observation Techniques and Ethnographic Research
• Sampling
• Questionnaire Design
• Causal Research and Experimental Design
• Statistical Analysis Methods in Market Research
• Reporting and Presenting Research Results
• Market Research Policy
• Marketing Metrics
• Sales Metrics
• Customer Metrics
• Market Metrics
• Product and Brand Portfolio Metrics
• Pricing, Distribution, and Promotion Metrics
• Financial Metrics in Marketing
• Online/Mobile/Social Media Metrics