This practical guide to the basics of market research takes a clear, concise step-by-step approach. It describes and explains the various tools and techniques available to market researchers. Comparative examples and real-life international case studies help make the basics of market research straightforward and accessible. Market Research in Practice assumes no previous knowledge of the subject and offers guidance for the reader who is either studying or completely new to market research. The book also outlines data protection legislation and details the professional ethics incorporated in the MRS Code of Conduct. Contents include: the role of market research market research design desk research focus groups and in-depth interviews sampling questionnaire design interviewing self-completion questionnaires and e-surveys data analysis report findings Part of the new Market Research in Practice series and published in association with the Market Research Society, Market Research in Practice is an invaluable guide for students, researchers, marketers and users of market research.
"A nice job of explaining the whole process of research, from the initial inkling of the need to do research through reporting the results." -Quirk Magazine, February 2005 "We are adopting them as core texts on our CIM Research courses. They offer students and those interested in research the opportunity to purchase and study market research core topics separately and in depth." -Graham Webb, Senior Programmes Manager, Marketing Sales and Retail, Park Lane College, Leeds, September 2004
"A nice job of explaining the whole process of research, from the initial inkling of the need to do research through reporting the results." -Quirk Magazine, February 2005 "We are adopting them as core texts on our CIM Research courses. They offer students and those interested in research the opportunity to purchase and study market research core topics separately and in depth." -Graham Webb, Senior Programmes Manager, Marketing Sales and Retail, Park Lane College, Leeds, September 2004