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.
Section - ONE: Planning a market research study;
Chapter - 01: Introduction;
Chapter - 02: Market research design;
Chapter - 03: Uses of market research;
Section - TWO: Qualitative research;
Chapter - 04: Qualitative research;
Chapter - 05: Desk research;
Chapter - 06: Focus groups;
Chapter - 07: Depth interviewing;
Chapter - 08: Observation and ethnography;
Section - THREE: Quantitative research;
Chapter - 09: Quantitative research;
Chapter - 10: Sampling and statistics;
Chapter - 11: Questionnaire design;
Chapter - 12: Face-to-face interviewing;
Chapter - 13: Telephone interviewing;
Chapter - 14: Self-completion questionnaires;
Chapter - 15: Online surveys;
Chapter - 16: Data analysis;
Section - FOUR: Using market research;
Chapter - 17: Using market research to segment markets;
Chapter - 18: Using market research to improve a brand position;
Chapter - 19: Using market research to improve customer satisfaction and loyalty;
Chapter - 20: Using market research to achieve optimum pricing;
Chapter - 21: Using market research to enter a new market;
Chapter - 22: Using market research to test advertising effectiveness;
Chapter - 23: Using market research to launch a new product;
Chapter - 24: Reporting;
Section - FIVE: The market research industry;
Chapter - 25: International market research;
Chapter - 26: Research trends;
Chapter - 27: Ethics in market research
