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Market Research in Practice An Introduction to Gaining Greater Market Insight

Hague Paul
Innbundet / 2021 / Engelsk

Produktdetaljer

ISBN
9781398602847
Publisert
2021-11-03
Utgave
4. utgave
Utgiver
Kogan Page Ltd
Vekt
1010 gr
Høyde
250 mm
Bredde
176 mm
Dybde
34 mm
Aldersnivå
U, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
392

Forfatter
Hague Paul

Biografisk notat

Paul Hague is based in Manchester, UK and is the founder of B2B International Ltd. Their clients include some of the largest corporations in Europe and the United States. Paul Hague is the author of a dozen books on market research as well as books on customer experience and business models that share over 35 years of practical experience in running a successful market research agency. These include Kogan Page titles such B2B Customer Experience (2018) and The Business Models Handbook (2019).

Market Research in Practice An Introduction to Gaining Greater Market Insight

Hague Paul
Innbundet / 2021 / Engelsk
Hague Paul
Innbundet / 2021 / Engelsk
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"Tactics don't work without a solid strategic foundation. And you only get strategy right working from a good base of market research. This book is that base. Clear. Practical. And everything you need to know to do market research properly."

Mark Ritson, Virtual Marketing Professor

"A concise, engaging and extremely accessible introduction to market research, tools, techniques and issues. This book stands out because of it succinctness, clarity, and brevity. This is a great go-to guide for anyone seeking an introduction to market research."

PR Smith, author and SOSTAC® Planning Founder

"This book presents the rare combination of being comprehensive, authoritative, and eminently readable. It should become the go-to guide for researchers and research buyers seeking to understand the full research process and its many purposes."

C. Frederic John, Principal, Consilience & Consulting LLC, Bronxville New York

Learn the fundamentals of market research with this bestselling guide that delivers an overview of the whole process, from planning a project and executing it, what tools to use, through to analysis and presenting the findings. Market Research in Practice provides a practical and robust introduction to the subject, providing a clear step-by-step guide to managing market research and how to effectively to obtain the most reliable results. Written by an industry expert with over 35 years' practical experience in running a successful market research agency, tips and advice are included throughout to ground the concepts in business reality. This text also benefits from real-world examples from companies including Adidas, Marks & Spencer, Grohe and General Motors. Now in its fourth edition, Market Research in Practice is now fully updated to capture the latest changes and developments in the field and explores new tools of qualitative research using online methods as well as expanding further on online surveys such as SurveyMonkey. Accompanied by a range of templates, surveys and resources for lecturers, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.
Les mer
Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.
  • Section - ONE: Planning a market research study;
    • Chapter - 01: Introduction;
    • Chapter - 02: Market research design;
    • Chapter - 03: Uses of market research;
  • Section - TWO: Qualitative research;
    • Chapter - 04: Qualitative research;
    • Chapter - 05: Desk research;
    • Chapter - 06: Focus groups;
    • Chapter - 07: Depth interviewing;
    • Chapter - 08: Observation and ethnography;
  • Section - THREE: Quantitative research;
    • Chapter - 09: Quantitative research;
    • Chapter - 10: Sampling and statistics;
    • Chapter - 11: Questionnaire design;
    • Chapter - 12: Face-to-face interviewing;
    • Chapter - 13: Telephone interviewing;
    • Chapter - 14: Self-completion questionnaires;
    • Chapter - 15: Online surveys;
    • Chapter - 16: Data analysis;
  • Section - FOUR: Using market research;
    • Chapter - 17: Using market research to segment markets;
    • Chapter - 18: Using market research to improve a brand position;
    • Chapter - 19: Using market research to improve customer satisfaction and loyalty;
    • Chapter - 20: Using market research to achieve optimum pricing;
    • Chapter - 21: Using market research to enter a new market;
    • Chapter - 22: Using market research to test advertising effectiveness;
    • Chapter - 23: Using market research to launch a new product;
    • Chapter - 24: Reporting;
  • Section - FIVE: The market research industry;
    • Chapter - 25: International market research;
    • Chapter - 26: Research trends;
    • Chapter - 27: Ethics in market research
Les mer
Explores the fundamentals of market research, and offers a step-by-step guide to managing the process such as guidance on planning a project and executing it through to analysis and presenting the findings
Les mer

Relaterte produkter

"Tactics don't work without a solid strategic foundation. And you only get strategy right working from a good base of market research. This book is that base. Clear. Practical. And everything you need to know to do market research properly."

Mark Ritson, Virtual Marketing Professor

"A concise, engaging and extremely accessible introduction to market research, tools, techniques and issues. This book stands out because of it succinctness, clarity, and brevity. This is a great go-to guide for anyone seeking an introduction to market research."

PR Smith, author and SOSTAC® Planning Founder

"This book presents the rare combination of being comprehensive, authoritative, and eminently readable. It should become the go-to guide for researchers and research buyers seeking to understand the full research process and its many purposes."

C. Frederic John, Principal, Consilience & Consulting LLC, Bronxville New York

Learn the fundamentals of market research with this bestselling guide that delivers an overview of the whole process, from planning a project and executing it, what tools to use, through to analysis and presenting the findings. Market Research in Practice provides a practical and robust introduction to the subject, providing a clear step-by-step guide to managing market research and how to effectively to obtain the most reliable results. Written by an industry expert with over 35 years' practical experience in running a successful market research agency, tips and advice are included throughout to ground the concepts in business reality. This text also benefits from real-world examples from companies including Adidas, Marks & Spencer, Grohe and General Motors. Now in its fourth edition, Market Research in Practice is now fully updated to capture the latest changes and developments in the field and explores new tools of qualitative research using online methods as well as expanding further on online surveys such as SurveyMonkey. Accompanied by a range of templates, surveys and resources for lecturers, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.
Les mer
Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.
  • Section - ONE: Planning a market research study;
    • Chapter - 01: Introduction;
    • Chapter - 02: Market research design;
    • Chapter - 03: Uses of market research;
  • Section - TWO: Qualitative research;
    • Chapter - 04: Qualitative research;
    • Chapter - 05: Desk research;
    • Chapter - 06: Focus groups;
    • Chapter - 07: Depth interviewing;
    • Chapter - 08: Observation and ethnography;
  • Section - THREE: Quantitative research;
    • Chapter - 09: Quantitative research;
    • Chapter - 10: Sampling and statistics;
    • Chapter - 11: Questionnaire design;
    • Chapter - 12: Face-to-face interviewing;
    • Chapter - 13: Telephone interviewing;
    • Chapter - 14: Self-completion questionnaires;
    • Chapter - 15: Online surveys;
    • Chapter - 16: Data analysis;
  • Section - FOUR: Using market research;
    • Chapter - 17: Using market research to segment markets;
    • Chapter - 18: Using market research to improve a brand position;
    • Chapter - 19: Using market research to improve customer satisfaction and loyalty;
    • Chapter - 20: Using market research to achieve optimum pricing;
    • Chapter - 21: Using market research to enter a new market;
    • Chapter - 22: Using market research to test advertising effectiveness;
    • Chapter - 23: Using market research to launch a new product;
    • Chapter - 24: Reporting;
  • Section - FIVE: The market research industry;
    • Chapter - 25: International market research;
    • Chapter - 26: Research trends;
    • Chapter - 27: Ethics in market research
Les mer
Explores the fundamentals of market research, and offers a step-by-step guide to managing the process such as guidance on planning a project and executing it through to analysis and presenting the findings
Les mer

Produktdetaljer

ISBN
9781398602847
Publisert
2021-11-03
Utgave
4. utgave
Utgiver
Kogan Page Ltd
Vekt
1010 gr
Høyde
250 mm
Bredde
176 mm
Dybde
34 mm
Aldersnivå
U, P, 05, 06
Språk
Product language
Engelsk
Format
Product format
Innbundet
Antall sider
392

Forfatter
Hague Paul

Biografisk notat

Paul Hague is based in Manchester, UK and is the founder of B2B International Ltd. Their clients include some of the largest corporations in Europe and the United States. Paul Hague is the author of a dozen books on market research as well as books on customer experience and business models that share over 35 years of practical experience in running a successful market research agency. These include Kogan Page titles such B2B Customer Experience (2018) and The Business Models Handbook (2019).

Relaterte produkter