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Synopsis
<i>Market Research </i>is a guide to market research, which assumes no previous knowledge of the subject. Featuring advice and case studies, it covers: planning; desk research; qualitative and quantitative research; sampling; questionnaire design; and data collection and analysis.
"synopsis" may belong to another edition of this title.
About the Author
<b>Paul Hague, </b>based in Manchester, UK,<b> </b>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 <i>Market Research in Practice 5e </i>and <i>The Business Model Handbook, </i>also published by Kogan Page<i>.</i>
From the Inside Flap
Fully revised and updated for the third edition, Market Research assumes no previous knowledge of the subject. Through clear, concise advice and real-life case studies, starting out in market research is made simple. Practical and clear guidance is offered on all essential topics, including:
-planning market research
-desk research
-qualitative and quantitative research
-sampling
-questionnaire design
-data collection and analysis
Up-to-date details are provided of market research agencies, codes of practice and quality schemes. In addition, the book covers all the most recent issues, such as making full use of the Internet, online databases and customer satisfaction research. This new edition also includes a free CD ROM that contains examples of briefs, questionnaires, reporting templates and popular sources of information.
Practitioners and students alike will find here a comprehensive and easy-to-follow introduction to the subject. Packed with useful charts and figures, this brand new edition of Market Research draws on tried and tested methods and the author s extensive experience.
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Market Research: A Guide to Planning, Methodology and Evaluation
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