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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 - the book explains how to use tools and methods effectively and obtain the most reliable results. With new chapters on using market research, international aspects and new research trends (including coverage of social media research and mobile surveys) this fully updated second edition 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 and supported throughout by examples from real market research projects, this is an invaluable guide for students, researchers, marketers and users of market research.
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Review:
"Accessible and attractively presented with a good structure built on years of first-hand experience. Provides insights with clear tips for success throughout." (John Pal, Senior Lecturer in Retailing, Manchester Business School)
"A really practical, down-to-earth book with clearly laid out examples and illustrations. The use of real-life scenarios helps to de-mystify the world of research through logical steps." (Carol Sheppard, Customer Experience Research Manager, Molson Coors)
"Easy to read, easy to understand ... a book to have, not only for students, but definitely also for business people." (Jeroen Beukeboom, MBA, Senior Business Development Analyst, AkzoNobel Industrial Coatings) --(Jeroen Beukeboom, MBA, Senior Business Development Analyst, AkzoNobel Industrial Coatings)
Book Description:
"A really practical, down-to-earth book with clearly laid out examples and illustrations. The use of real-life scenarios helps to de-mystify the world of research through logical steps." (Carol Sheppard, Customer Experience Research Manager, Molson Coors)
"Easy to read, easy to understand ... a book to have, not only for students, but definitely also for business people." (Jeroen Beukeboom, MBA, Senior Business Development Analyst, AkzoNobel Industrial Coatings) --(Jeroen Beukeboom, MBA, Senior Business Development Analyst, AkzoNobel Industrial Coatings)
Helps readers negotiate the intricate bends of conducting solid market research
Explains how to use tools and methods effectively to obtain the most reliable results
Provides expert advice, tricks and tips throughout
Explains how to use tools and methods effectively to obtain the most reliable results
Provides expert advice, tricks and tips throughout
"About this title" may belong to another edition of this title.
- PublisherKogan Page
- Publication date2013
- ISBN 10 0749468645
- ISBN 13 9780749468644
- BindingPaperback
- Edition number2
- Number of pages272
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