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Market Research

Written by Paul Hague

Fully revised and updated for the second edition, Market Research assumes no previous knowledge of the subject. Through clear, concise advice and real life case studies, starting out in market research is made simple. Straightforward, accessible and practical guidance is offered on many essential topics, including:

Market Research Book
  • Planning market research
  • Desk research
  • Qualitative and quantitative market research
  • Sampling
  • Questionnaire design
  • Data collection and analysis

Up-to-date details are provided of market research agencies, codes of practice and quality schemes. Details of useful contacts and the comprehensive bibliography have also been revised. In addition, the book covers all the most recent issues, such as:

  • Making full use of the Internet
  • Online databases
  • Customer satisfaction market research

Practitioners and students alike will find here a comprehensive and easy-to-follow introduction to the subject. Packed with useful charts and figures, this brand new edition of Market Research draws on practical tried-and-tested methods and the authors' extensive experience.

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Generating highly relevant and actionable customer and market insights, the B2B International research models align well with our business needs and provide foundational support for our long-term strategic planning.


B2B had to be very flexible and adapt fast while working with us. The execution in different markets is not easy to do as well as gathering all the necessary information. With their report we went further than the normal/expected reporting of qualitative research. My internal customers are also very happy with the work carried out by B2B International.