Marketingov vzkum – Postupy, metody, trendy Tahal Radek (2017)

This Czech-language book on marketing research is prepared by ten recognized experts and combines current knowledge with practical applications for company and organizational marketers, research project professionals and university students. The authors reflect modern technologies and procedures, presenting each topic practically with regard to Czech conditions and the international market. The book introduces the role of marketing research, principles for formulating research assignments, and specific quantitative and qualitative research methods and techniques. Considerable attention is given to modern approaches such as neuromarketing, eye tracking, conjoint analysis and other innovative methods, while a separate section focuses on media measurement and media research. It also offers practical applications in product and price testing, lifestyle research and advertising campaign testing. The final section provides advice on choosing a research agency and addresses ethics in the field.