Paul Hague

Market Research in Practice

An Introduction to Gaining Greater Market Insight

• Broschiertes 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.

Produktdetails

• Verlag: Kogan Page
• Artikelnr. des Verlages: 13702
• 4. Aufl.
• Seitenzahl: 392
• Erscheinungstermin: 3. November 2021
• Englisch
• Abmessung: 239mm x 168mm x 23mm
• Gewicht: 671g
• ISBN-13: 9781398602823
• ISBN-10: 1398602825
• Artikelnr.: 60900219

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

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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

Rezensionen

"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