Paul Hague

Market Research in Practice: An Introduction to Gaining Greater Market Insight

• Gebundenes Buch

Produktbeschreibung

Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.

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Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 392
• Erscheinungstermin: 30. November 2021
• Englisch
• Abmessung: 246mm x 173mm x 33mm
• Gewicht: 1043g
• ISBN-13: 9781398602847
• ISBN-10: 1398602841
• Artikelnr.: 60906438

Autorenporträt

Paul Hague

Inhaltsangabe

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