Market Research in Practice: A Guide to the Basics - Softcover

HAGUE, Paul

Softcover

ISBN 10: 0749441801 ISBN 13: 9780749441807

Publisher: Kogan Page, 2004

Synopsis

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.

About this title

About the Authors

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.

Nick Hague, based in Manchester, UK, is co-founder and Head of Growth at B2B International. He is also a host on the B2B Insights Podcast in which he interviews experts on customer experience and branding.

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.

Edition details

• Publisher: Kogan Page
• Publication date: 2004
• Language: English
• ISBN 10: 0749441801
• ISBN 13: 9780749441807
• Binding: Paperback
• Edition number: 1
• Number of pages: 264