Market Research in Practice An Introduction to Gaining Greater Market Insight

Market Research in Practice: An Introduction to Gaining Greater Market Insight

By Paul Hague

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Learn the fundamentals of market research with this bestselling guide that delivers an overview of the whole process, from planning a project and executing it, what tools to use, through to analysis and presenting the findings.

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Book Information

Publisher: Kogan Page
Publish Date: 11/30/2021
Pages: 392
ISBN-13: 9781398602847
ISBN-10: 1398602841
Language: English

Full Description

Learn the fundamentals of market research with this bestselling guide that delivers an overview of the whole process, from planning a project and executing it, what tools to use, through to analysis and presenting the findings.

Market Research in Practice
provides a practical and robust introduction to the subject, providing a clear step-by-step guide to managing market research and how to effectively to obtain the most reliable results. Written by an industry expert with over 35 years' practical experience in running a successful market research agency, tips and advice are included throughout to ground the concepts in business reality. This text also benefits from real-world examples from companies including Adidas, Marks & Spencer, Grohe and General Motors. Now in its fourth edition, Market Research in Practice is now fully updated to capture the latest changes and developments in the field and explores new tools of qualitative research using online methods as well as expanding further on online surveys such as SurveyMonkey. Accompanied by a range of templates, surveys and resources for lecturers, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.

About the Author

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.

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