Market Research in Practice

This practical guide to the basics of market research takes a clear, concise step-by-step approach. It describes and explains the various tools and techniques available to market researchers. Comparative examples and real-life international case studies help make the basics of market research straightforward and accessible.

Market Research in Practice assumes no previous knowledge of the subject and offers guidance for the reader who is either studying or completely new to market research.

The book also outlines data protection legislation and details the professional ethics incorporated in the MRS Code of Conduct.

Contents include:

the role of market research

market research design

desk research

focus groups and in-depth interviews

sampling

questionnaire design

interviewing

self-completion questionnaires and e-surveys

data analysis

report findings

Part of the new Market Research in Practice series and published in association with the Market Research Society, Market Research in Practice is an invaluable guide for students, researchers, marketers and users of market research.