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This practical guide to the basics of market research takes a clear, concise step-by-step approach. It describes and explains the various tools and techniques available to market researchers. Comparative examples and real-life international case studies help make the basics of market research straightforward and accessible.
Market Research in Practice assumes no previous knowledge of the subject and offers guidance for the reader who is either studying or completely new to market research.
The book also outlines data protection legislation and details the professional ethics incorporated in the MRS Code of Conduct.
Contents include:
• the role of market research
• market research design
• desk research
• focus groups and in-depth interviews
• sampling
• questionnaire design
• interviewing
• self-completion questionnaires and e-surveys
• data analysis
• report findings
Reviews:
- “We are adopting them as core texts on our CIM Research courses.”
Graham Webb, Senior Programmes Manager, Marketing Sales and Retail, Park Lane College, Leeds, 2005
Amazon Link to Book: http://www.amazon.co.uk/
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January 10th, 2006 at 10:13 am
Having worked both on client and agency side throughout my working life I have had readily contact with market research both through commissioning projects and being involved on the periphery of specific projects.
Market Research In Practice walks the reader through everything that is needed to know from how to commission market research to explaining the various tools and techniques that can be used and more importantly, what output one can expect from such methodologies.
This book is essential reading for everyone interested in market research whether they are involved in the industry or studying the subject at University.
March 9th, 2006 at 4:50 pm
I am currently studying for my honours degree at Manchester Metropolitan University where Market Research is part of the course syllabus and we were given a preferred reading list.
Market Research In Practice: A Guide to the Basics, is not as the title suggests ‘just the basics’. It provided me with in-depth knowledge on qualitative and quantitative methods as well as some very useful insight into desk research, e-surveys and the more complicated subjects of conjoint analysis and SIMALTO interviewing.
Highly recommended
May 12th, 2006 at 9:29 am
[…] For further reading on questionnaire design visit: http://www.b2binternational.com/b2b-blog/2006/01/17/questionnaire-design-given-5-stars-on-amazon http://www.b2binternational.com/b2b-blog/2006/01/03/our-latest-book-doing-well-on-amazon […]