Book: Do Your Own Market Research

Carrying out your own market research can seem a difficult and daunting task, besieged with obstacles and requiring extensive training. You may feel it is a task that simply cannot be undertaken by the lone researcher.

However, enlightenment is at hand with this third edition of Do Your Own Market Research, which has been fully updated to cover all the latest technique. The book reveals, in a practical and jargon-free style, that the skills needed for successful market research are actually far more accessible and easier to implement than would-be researchers might thing.

The authors cover a number of essential topics, including:

• What market research is
• Planning a project
• Desk work
• Fieldwork
• Telephone interviewing
• Face-to-face interviewing
• Data analysis and reporting
• Buying market research

This book is a must for owners and managers of smaller businesses, public sector managers and absolutely anyone undertaking market research for the first time.

Published by Kogan Page

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