Market Research in Practice

An Introduction to Gaining Greater Market Insight

Business & Finance, Marketing & Sales, Research
Cover of the book Market Research in Practice by Matthew Harrison, Julia Cupman, Oliver Truman, Paul Hague, Kogan Page
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Author: Matthew Harrison, Julia Cupman, Oliver Truman, Paul Hague ISBN: 9780749475864
Publisher: Kogan Page Publication: March 3, 2016
Imprint: Kogan Page Language: English
Author: Matthew Harrison, Julia Cupman, Oliver Truman, Paul Hague
ISBN: 9780749475864
Publisher: Kogan Page
Publication: March 3, 2016
Imprint: Kogan Page
Language: English

Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. 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 analyzing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results.

This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences are included throughout to ground the concepts in business reality. Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.

Online resources include a range of tools, templates, surveys and guides.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. 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 analyzing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results.

This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences are included throughout to ground the concepts in business reality. Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.

Online resources include a range of tools, templates, surveys and guides.

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