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