Paul Hague, Nick Hague, Carol-Ann Morgan

Market Research in Practice

How to Get Greater Insight from Your Market

• Gebundenes Buch

Produktbeschreibung

Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysis and presenting the findings - it explains how to use tools and methods effectively and obtain the most reliable results. This fully updated second edition of Market Research in Practice features new chapters on the uses of market research (new product development research, market assessment, customer journey research, branding research, channel research, and pricing research), international aspects and new research trends (including coverage of social media research and mobile surveys). It also includes the latest information on carrying out market research design, desk research, sampling and statistics, questionnaire design, data analysis and reporting. Accompanied by a range of online tools and templates for reporting on and determining statistical accuracy, and supported throughout by examples from real market research projects, this is an invaluable guide for students, researchers, marketers and users of market research.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 272
• Erscheinungstermin: 1. November 2014
• Englisch
• Abmessung: 240mm x 161mm x 19mm
• Gewicht: 577g
• ISBN-13: 9780749476083
• ISBN-10: 0749476087
• Artikelnr.: 41782598

Autorenporträt

Paul Hague is MD of B2B International. With 35 years of experience running market research agencies, his clients include some of the largest corporations in Europe and the United States. He has written, co-authored and contributed to numerous publications on market research, its tools and techniques. Nick Hague is a founder member of B2B International, with extensive experience in the design and execution of market research projects across a wide variety of industries. He writes regularly on marketing issues and was named as one of the UK's eminent young business leaders by Who's Who International. Carol-Ann Morgan is a Director at B2B International and is in charge of research techniques. Before this she worked as a lecturer and social researcher at Salford University.

Inhaltsangabe

Chapter - 01: Introduction;
Chapter - 02: Uses of market research;
Chapter - 03: Market research design;
Chapter - 04: Desk research;
Chapter - 05: Focus groups;
Chapter - 06: Depth interviewing;
Chapter - 07: Observation and ethnography;
Chapter - 08: Sampling and statistics;
Chapter - 09: Questionnaire design;
Chapter - 10: Self-completion questionnaires;
Chapter - 11: Face-to-face interviewing;
Chapter - 12: Telephone interviewing;
Chapter - 13: Online surveys;
Chapter - 14: Data analysis;
Chapter - 15: Reporting;
Chapter - 16: International market research;
Chapter - 17: Research trends

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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