Paul Hague

Market Research in Practice (eBook, ePUB)

An Introduction to Gaining Greater Market Insight

• Format: ePub

Produktbeschreibung

Learn the fundamentals of market research with this bestselling guide that delivers an overview of the whole process, from planning a project and executing it, what tools to use, through to analysis and presenting the findings.

Market Research in Practice provides a practical and robust introduction to the subject, providing a clear step-by-step guide to managing market research and how to effectively to obtain the most reliable results. Written by an industry expert with over 35 years' practical experience in running a successful market research agency, tips and advice are included throughout to ground the concepts in business reality. This text also benefits from real-world examples from companies including Adidas, Marks & Spencer, Grohe and General Motors.

Now in its fourth edition, Market Research in Practice is now fully updated to capture the latest changes and developments in the field and explores new tools of qualitative research using online methods as well as expanding further on online surveys such as SurveyMonkey. Accompanied by a range of templates, surveys and resources for lecturers, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.

Produktdetails

• Verlag: Kogan Page eBook
• Seitenzahl: 392
• Erscheinungstermin: 3. November 2021
• Englisch
• ISBN-13: 9781398602830
• Artikelnr.: 62782961

Autorenporträt

Paul Hague, based in Manchester, UK, is co- founder of B2B International. With 45 years of experience running market research agencies, his clients include Samsung, Microsoft, Henkel and Michelin. He has over 35 years of practical experience in running a successful market research agency and is the author of Market Research in Practice 5e and The Business Model Handbook, also published by Kogan Page.

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