Market Research in Practice

How to Get Greater Insight from Your Market
Re-issue
ISBN: 978-0-7494-7608-3
Verlag: Kogan Page

Buch, Englisch, 272 Seiten, HC gerader Rücken kaschiert, Format (B × H): 161 mm x 240 mm, Gewicht: 577 g

Reihe: Market Research in Practice

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.

Autoren/Hrsg.

Hague, Paul

Hague, Nick

Morgan, Carol-Ann

Fachgebiete

• Wirtschaftswissenschaften Wirtschaftswissenschaften Wirtschaft: Sachbuch, Ratgeber
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

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

Über Autor(innen)

Morgan, Carol-Ann
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.

Hague, Nick
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.

Hague, Paul
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.

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.