Marketing research
 

How to enter the mind of the consumer, how to measure, and how to analyze the information

By Petre Datculescu
IRSOP Market Research and Consulting Ltd.
Brandbuilders Group, Bucharest. 2006 • Hardback and Paperback • 664 Pages

The book starts out from typical marketing problems and highlights how research should be designed, conducted and analyzed in order to provide the information needed for solving the problems. Typical marketing problems are grouped into five areas: strategic issues, product issues, pricing, distribution, and communication. For each marketing area the author outlines key research objectives and research designs, ways of data gathering and measurement, sampling decisions and types of data analysis. In addition, the book includes a chapter on public opinion polling, a review of internet applications in marketing research, and two user-friendly guides to statistics and sampling.

 

Two decades of research

In 2010, IRSOP Market Research & Consulting marks its second decade.
The company began as a private public opinion polling agency in 1990 and took more than 10 years of hard work and determination to grow into a leading market research and consultancy institution.
Today, IRSOP research and consultancy services are used by many of the largest national and international business corporations in Romania.

 

Social media monitoring

IRSOP is currently working on the implementation of a listening platform for online brand monitoring in consumer-generated media.
 

 

Investments in Eye Tracking

In 2010, IRSOP will continue to invest in the development of eye tracking research applications for web usability, outdoor advertising design, and shelf impact of packages in retail stores.