Market Research in Practice: How to Get Greater Insight From Your Market

Paul Hague, Nicholas Hague, Carol-Ann Morgan

ISBN 10: 0749468645 / ISBN 13: 9780749468644

Published by Kogan Page 03/10/2013, 2013

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Synopsis:

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.

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.

Bibliographic Details

Title: Market Research in Practice: How to Get ...
Publisher: Kogan Page 03/10/2013
Publication Date: 2013
Binding: Paperback
Condition: Very Good
Edition: 2nd Edition