Market Research in Practice
How to Get Greater Insight From Your Market
2nd Edition
Published on 3. January 2015
Book
Hardback
272 pages
978-0-7494-7608-3 (ISBN)
Description
Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysis and presenting the findings - it explains how to use tools and methods effectively and obtain the most reliable results.
This fully updated second edition of Market Research in Practice features new chapters on the uses of market research (new product development research, market assessment, customer journey research, branding research, channel research, and pricing research), international aspects and new research trends (including coverage of social media research and mobile surveys). It also includes the latest information on carrying out market research design, desk research, sampling and statistics, questionnaire design, data analysis and reporting. Accompanied by a range of online tools and templates for reporting on and determining statistical accuracy, and supported throughout by examples from real market research projects, this is an invaluable guide for students, researchers, marketers and users of market research.
This fully updated second edition of Market Research in Practice features new chapters on the uses of market research (new product development research, market assessment, customer journey research, branding research, channel research, and pricing research), international aspects and new research trends (including coverage of social media research and mobile surveys). It also includes the latest information on carrying out market research design, desk research, sampling and statistics, questionnaire design, data analysis and reporting. Accompanied by a range of online tools and templates for reporting on and determining statistical accuracy, and supported throughout by examples from real market research projects, this is an invaluable guide for students, researchers, marketers and users of market research.
Reviews / Votes
"Accessible and attractively presented with a good structure built on years of first-hand experience. Provides insights with clear tips for success throughout." * John Pal, Senior Lecturer in Retailing, Manchester Business School * "A really practical, down-to-earth book with clearly laid out examples and illustrations. The use of real-life scenarios helps to de-mystify the world of research through logical steps." * Carol Sheppard, Customer Experience Research Manager, Molson Coors * "Easy to read, easy to understand ... a book to have, not only for students, but definitely also for business people." * Jeroen Beukeboom, MBA, Senior Business Development Analyst, AkzoNobel Industrial Coatings *More details
Series
Edition
Re-issue
Language
English
Place of publication
London
United Kingdom
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Product notice
Cloth over boards
Dimensions
Height: 240 mm
Width: 162 mm
Thickness: 20 mm
Weight
573 gr
ISBN-13
978-0-7494-7608-3 (9780749476083)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Paul Hague | Nick Hague | Carol-Ann Morgan
Market Research in Practice
How to Get Greater Insight From Your Market
Book
10/2013
2nd Edition
Kogan Page Ltd
€50.99
Article exhausted; check for reprint
Persons
Paul Hague is MD of B2B International. With 35 years of experience running market research agencies, his clients include some of the largest corporations in Europe and the United States. He has written, co-authored and contributed to numerous publications on market research, its tools and techniques.
Nick Hague is a founder member of B2B International, with extensive experience in the design and execution of market research projects across a wide variety of industries. He writes regularly on marketing issues and was named as one of the UK's eminent young business leaders by Who's Who International.
Carol-Ann Morgan is a Director at B2B International and is in charge of research techniques. Before this she worked as a lecturer and social researcher at Salford University.
Nick Hague is a founder member of B2B International, with extensive experience in the design and execution of market research projects across a wide variety of industries. He writes regularly on marketing issues and was named as one of the UK's eminent young business leaders by Who's Who International.
Carol-Ann Morgan is a Director at B2B International and is in charge of research techniques. Before this she worked as a lecturer and social researcher at Salford University.
Content
Chapter - 01: Introduction;
Chapter - 02: Uses of market research;
Chapter - 03: Market research design;
Chapter - 04: Desk research;
Chapter - 05: Focus groups;
Chapter - 06: Depth interviewing;
Chapter - 07: Observation and ethnography;
Chapter - 08: Sampling and statistics;
Chapter - 09: Questionnaire design;
Chapter - 10: Self-completion questionnaires;
Chapter - 11: Face-to-face interviewing;
Chapter - 12: Telephone interviewing;
Chapter - 13: Online surveys;
Chapter - 14: Data analysis;
Chapter - 15: Reporting;
Chapter - 16: International market research;
Chapter - 17: Research trends
Chapter - 02: Uses of market research;
Chapter - 03: Market research design;
Chapter - 04: Desk research;
Chapter - 05: Focus groups;
Chapter - 06: Depth interviewing;
Chapter - 07: Observation and ethnography;
Chapter - 08: Sampling and statistics;
Chapter - 09: Questionnaire design;
Chapter - 10: Self-completion questionnaires;
Chapter - 11: Face-to-face interviewing;
Chapter - 12: Telephone interviewing;
Chapter - 13: Online surveys;
Chapter - 14: Data analysis;
Chapter - 15: Reporting;
Chapter - 16: International market research;
Chapter - 17: Research trends