Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process, it explains how to use tools and methods effectively to obtain reliable results.
About the book
Highly practical and filled with insights, Market Research in Practice:
- Helps readers negotiate the intricate bends of conducting effective market research
- Shows anyone who commissions market research how to manage a project
- Demonstrates the value of market research in business strategy
- Explains crucial aspects such as profiling customers, delivering customer satisfaction, targeting certain audiences, developing brands, optimising prices and more
This fully updated third edition has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research and how to carry out interviews. Accompanied by a range of online tools and templates, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.
“A concise, engaging and extremely accessible introduction to market research, tools, techniques and issues. This book stands out because of its succinctness, clarity and brevity. This is a great go-to guide for anyone seeking an introduction to market research.”
PR Smith, author and SOSTAC® Planning Founder
“With top tips and helpful summaries, this is an excellent handbook for all those seeking to implement data collection and use market research information. It is credible and understandable, and I would recommend it to anyone undertaking marketing information gathering.”
Professor Gill Wright, Chair of Strategic Marketing, Manchester Metropolitan University
“The world of market research is constantly evolving with new methods and technologies. It’s important to have a resource that you trust to remind you of the foundations of research-done-well. A valuable tool for insights professionals of all types, this is the book I use with my team, whether we’re searching for new inspiration or just want to go back to basics.”
Rebecca Cunningham, Senior Market Research Manager, Stanley Black & Decker, Inc
Published by Kogan Page