Market Research in Practice

Beschreibung

Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.
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.
Explores the fundamentals of market research, and offers a step-by-step guide to managing the process such as guidance on planning a project and executing it through to analysis and presenting the findings
Explains how to use market research tools and methods effectively to obtain reliable results with examples from companies including Adidas, Marks & Spencer, Grohe and General Motors
New to this edition: two new chapters on using market research to test social and political opinions and GDPR, as well as new sections on web scraping, storytelling reporting and research trends.
Online resources: templates to use when conducting market research such as 'customer satisfaction questionnaires' and 'focus group discussion guide' as well as improved PowerPoint slides for lecturers and exercises for students

Autor*in

Paul Hague
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.

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Market research research tools and methods consumer insight questionnaire design quantitative research sampling qualitative research

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"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."
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"A concise, engaging and extremely accessible introduction to market research, tools, techniques and issues. This book stands out because of it succinctness, clarity, and brevity. This is a great go-to guide for anyone seeking an introduction to market research."
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"This book presents the rare combination of being comprehensive, authoritative, and eminently readable. It should become the go-to guide for researchers and research buyers seeking to understand the full research process and its many purposes."
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