Paul Hague
Market Research in Practice: An Introduction to Gaining Greater Market Insight
Market Research in Practice: An Introduction to Gaining Greater Market Insight
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Market Research in Practice is a bestselling guide that provides an overview of the market research process, from planning to analysis and presentation. Written by an industry expert with over 35 years of experience, it offers practical tips and advice and includes real-world examples from companies such as Adidas, Marks & Spencer, Grohe, and General Motors. The fourth edition is fully updated to capture the latest changes and developments in the field and explores new tools of qualitative research using online methods. It is an invaluable guide for students of research methods, researchers, marketers, and users of market research.
Format: Paperback / softback
Length: 392 pages
Publication date: 03 November 2021
Publisher: Kogan Page Ltd
This comprehensive guide, bestselling in its field, offers an in-depth exploration of market research, encompassing every step from project planning to execution, tool selection, data analysis, and presentation of findings. Written by an industry expert with over 35 years of practical experience in running a successful market research agency, Market Research in Practice provides a practical and robust introduction to the subject, guiding readers step-by-step through the management of market research and the attainment of the most reliable results. Throughout, valuable tips and advice are incorporated to contextualize the concepts within the realm of business reality. This text further benefits from real-world examples drawn from renowned companies such as Adidas, Marks & Spencer, Grohe, and General Motors. Now in its fourth edition, Market Research in Practice has been thoroughly updated to reflect the latest advancements and developments in the field. It also delves into new tools of qualitative research, including online methods, and expands on online surveys such as SurveyMonkey. Accompanied by a wealth of templates, surveys, and resources for lecturers, this guide is an invaluable resource for students of research methods, researchers, marketers, and users of market research.
Weight: 658g
Dimension: 169 x 240 x 28 (mm)
ISBN-13: 9781398602823
Edition number: 4 Revised edition
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