A Concise Guide to Market Research

Today I am reviewing an amazing book: A Concise Guide to Market Research written by Marko Sarstedt and Erik Mooi, published by Springer.
There are dozens of market research techniques, the authors does a great job of explaining them in clear and direct language. Showing which ones to use when, and how to use them to generate the strongest, most useful insights possible. That, after all, is the point of market research.Anyone who is thinking about how to best utilize market research should read this book; and keep it handy when then considering their next research project. It is concise (and best of all actionable) and will help anyone seeking to leverage customer insight determine how to structure the research. While Anne provides an overview of research techniques and how to use them, the core of the book and its most valuable point is the strategic framework she outlines early on (see page 3).

The strategic framework outlined and explained in this book will help anyone from marketing managers to research specialists get better results. Any businessperson who is responsible for understanding consumers, customers, prospects….should be thinking about the questions Anne outlines and incorporating her insights to help make their research efforts more effective and more useful.

I highly recommend this book to anyone involved in market research efforts.
  • Compact, hands-on and step-by-step introduction to quantitative market research techniques
  • Presents the most important techniques and shows how to translate theoretical choices into SPSS and how to analyze the output
  • Case study at the end of each chapter
  • Innovative supplementary online concept, including mobile tags, sample datasets and additional cases
This accessible, practice-oriented and compact text provides a hands-on introduction to the principles of market research. Using the market research process as a framework, the authors explain how to collect and describe the necessary data and present the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis, and cluster analysis. An explanation is provided of the theoretical choices a market researcher has to make with regard to each technique, as well as how these are translated into actions in IBM SPSS Statistics. This includes a discussion of what the outputs mean and how they should be interpreted from a market research perspective. Each chapter concludes with a case study that illustrates the process based on real-world data. A comprehensive web appendix includes additional analysis techniques, datasets, video files and case studies. Several mobile tags in the text allow readers to quickly browse related web content using a mobile device.

Content Level » Upper undergraduate

Keywords » Market Research – Marketing – Marketing Research – SPSS – Statistics

Related subjects » Business, Economics & Finance – Business & Management for Professionals – Marketing


Fashion Branding and Consumer Behaviors


Today I am reviewing Fashion Branding and Consumer Behaviors edited by Tsan-Ming Choi and published by Springer.


This book truly gives a complete and well-delivered overview of the process of fashion branding. The author explores the different concepts and strategies involved in the branding process in a way that is easy to understand and relate to. He also does an amazing job of posing questions and allowing the reader to understand the difficulties and challenges associated with the branding process. Considering the scope of the topic addressed, the delivery and progression throughout the book is easy to follow. The information is presented in a way that gives depth and contextualization for each of the areas discussed. The references he makes between chapters is very easy to follow and the knowledge presented in the book builds on itself.

While most of the graphics and tables used were relevant to the topic, some did not necessarily illustrate the points that were made in the text. Dealing with a subject such as fashion branding of course lends itself to relevant exposure to the stylistic aspects of the industry. While creativity was certainly addressed well in the text, due to the heavy focus on the social, economic, and business concepts related to branding, the photos of high fashion advertisement and runway shows were more difficult to explain in those contexts. Fortunately, they do not detract from the subject as much as they occasionally seem superfluous.

The author writing style is easy to follow and well-developed. Some familiarity with the fashion industry is necessary to place a lot of examples in the proper context, but he also poses new ways to understand the branding process that even a seasoned veteran of the industry would find interesting. The continuation of themes that he explores throughout the text was very consistent without being overdrawn. Some basic information felt a bit repetitious where a reference to an earlier chapter may have sufficed, but he did an excellent job of contextualizing each aspect of the branding process. I found the text to be the perfect length, giving enough attention to the history behind branding, the progression of the branding process through recent history, and the current ideas being explored and implemented in the current scheme of the fashion industry. The balance of graphics and text was perfect, and even the pictures I found irrelevant did not dominate any section of the book.

The layout of the text is great, and the cover and packaging is very attractive. The references, end notes, and index are well-organized and extremely relevant. Some of the discussion questions at the end of each chapter felt a bit mechanical, such as asking the reader to re-state a concept that was well-defined in the text, but they worked well to place focus on important concepts that would carry into further chapters.

I would recommend this book to anyone studying the fashion industry, especially those who want to understand the failures and triumphs of certain brands and how to use branding in a social and business context. Those with an interest in brand history and who want a larger overview of the entire industry may be disappointed, for that is not the aim of the book. The objective of the author is clearly stated, developed, and successfully explored.

  • Covers fashion branding from a consumer behaviors perspective
  • Includes theoretical and applied research results
  • Provides both analytical and empirical models

Fashion Branding and Consumer Behaviors presents eye-opening theory, literature review, and original research on the mutual influence of branding strategies and consumer response. Contributors use multiple methods to analyze consumers’ psychosocial needs and the extent that their fulfillment goes beyond the usefulness or value of the items they purchase as well as the fashion industry’s means of communicating brand identity and enhancing brand loyalty. Along the way, these studies raise important questions about consumer behaviors, consumer welfare, environmental ethics, and the future of consumer research. Included in the coverage:

  • A symbolic interactionist perspective on fashion brand personality and advertisement response.
  • Optimizing fashion branding strategies in a fluctuating market.
  • An analysis of fashion brand extensions by artificial neural networks.
  • Domestic or foreign luxury brands? A comparison of status-  and non-status- seeking teenagers.
  • The impact of consumers’ need for uniqueness on purchase perception.
  • How brand awareness relates to market outcome, brand equity, and the marketing mix.

A breakthrough volume on the complexities of how and why we buy, Fashion Branding and Consumer Behaviors will captivate researchers and practitioners in the fields of consumer psychology, marketing, and economics.

Content Level: Research

Keywords » Consumer Attitudes – Consumer Behavior Related Fashion Branding – Consumer Behaviors – Consumer-based Branding and Operations – Fashion Branding Strategies -Marketing Science

Sales Excellence

Sales Excellence

Sales Excellence

Systematic Sales Management

Homburg, Christian, Schäfer, Heiko, Schneider, Janna

2012, XX, 312 p. 112 illus.

ISBN 978-3-642-29168-5

The authors succeeded in providing a scientific book that has many practical references – and this combination is, unfortunately, very rare. The given checklists to evaluate the status quo helped me a lot to approach and finally to address problems I was facing. The key topics of this book are the Sales strategy and Sales management as well as the information and customer relationship management. Additionally, many other facets give a broad perspective on Sales. It contributes to systematize your work due to its structured guidelines how to deal with a certain opportunity or challenge. What I liked most was that it was so practical-related; there are many Best-Practice examples that help to understand the issue as well as to enhance the ability to behave in the appropriate manner. The graphics contribute to the understanding of what is explained in detail in the texts. With its four parts, this book covers all the topics that are relevant for the daily tasks of a Sales Manager. It is more relevant than ever before – not only for experienced managers but also for managers who are still looking for their appropriate style. Big compliment to that well-done book.

Sales Excellence is a must read for sales managers from the top down to the first line. The book does a great job of segmenting the important aspects of the things you can control as a manager. It guides the readers how to develop a deliberate sales strategy including how and which customers to address, how to designing the company’s sales channels and pricing policy. Further it discusses in detail how to organize and manage a sales department internally.
Most importantly Sales Excellence also deals with THE major challenges for Sales Managers: Setting up a useful information system and deriving customer strategies from the data. And it does a great job.
Mr. Homburg is one of the leading researchers in Sales. With Sales Excellence he wrote his masterpiece for practice.

  • Provides a structured and insightful way for managers of all levels to rethink their sales organizations in a way that should generate stronger customer relationships, a more energized sales force, and superior company performance
  • Presents an approach that has been successfully applied in companies across various sectors
  • Covers all essential facets of professional sales management
  • Offers checklists for all aspects of sales management is based on a sound academic foundation
This book presents a very novel and strategic approach to Sales Management, an area that has suffered from a lack of sophistication in practice. This content-rich and thought-provoking book has a very unique positioning: It considers the sales performance of an organization at a very high, strategic level and offers specific guidance in managing not just a few direct reports but an entire organization’s sales function. The book includes many useful tools and guidelines and is enhanced with numerous examples,  that help bring the concepts to life and make them very approachable for the trade market. A checklist-based scoring system that is utilized throughout the book allows readers to specifically evaluate their own company as well as to track its progress as concepts are applied over time. This work is an essential resource and thought-provoking read for ambitious Sales Managers, including CEO-level executives.

Content Level » Professional/practitioner

Keywords » Customer Relationship Management – Personal Selling – Sales – Sales Force Management – Sales Management

Related subjects » Business & Management for ProfessionalsMarketing

Professor Dr. Dr. h.c. Christian Homburg is Director of the Institute for Market-oriented Management at the University of Mannheim. He is also Chair of the Advisory Board of Professor Homburg & Partner, an internationally operating management consulting firm. Professor Homburg is the author of numerous publications and a regular speaker at various conferences.

Dr. Heiko Schäfer was a research assistant at Professor Homburg’s chair and a freelance corporate consultant. After having worked  for several years as a corporate consultant at a renowned American consulting firm, he is now head of the strategy-global operations department at adidas.

Dr. Janna Schneider was a research assistant at Professor Homburg’s chair. Today, she is head of the marketing and international sales department at AHS Prüfungstechnik, an international mechanical engineering company.

A systematic approach to sales is an essential component for the success of a company. The “Sales Excellence-Approach” is extensive, without being complicated, and pleasantly practically oriented.

Uwe Raschke

Member of the Board of Management, Robert Bosch GmbH

“Only those who manage their sales systematically will have long term success. This is especially true for retail banking. The Sales Excellence concept is a scientific approach that is oriented practically.”

Rainer Neske

Member of the Management Board and Head of Private and Business Clients, Deutsche Bank AG

Sales, too, must contribute to increase the company value. The productivity of using resources within sales becomes more and more important. Sales Excellence represents an outstanding help in making sales management more systematic.

Achim Berg

Chairman of the Management, Microsoft AG Germany and Area Vice President International


Control and managing sales without destroying necessary intuition or improvisation represents a great challenge. However, this can be achieved with the help of the approach presented here.

Hans W. Reiners

President of the Division Styrol-Synthetics BASF AG