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"Accessible and attractively presented with a good structure built on years of first-hand experience. Provides insights with clear tips for success throughout." (John Pal, Senior Lecturer in Retailing, Manchester Business School)
"A really practical, down-to-earth book with clearly laid out examples and illustrations. The use of real-life scenarios helps to de-mystify the world of research through logical steps." (Carol Sheppard, Customer Experience Research Manager, Molson Coors)
"Easy to read, easy to understand ... a book to have, not only for students, but definitely also for business people." (Jeroen Beukeboom, MBA, Senior Business Development Analyst, AkzoNobel Industrial Coatings)
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"A really practical, down-to-earth book with clearly laid out examples and illustrations. The use of real-life scenarios helps to de-mystify the world of research through logical steps." (Carol Sheppard, Customer Experience Research Manager, Molson Coors)
"Easy to read, easy to understand ... a book to have, not only for students, but definitely also for business people." (Jeroen Beukeboom, MBA, Senior Business Development Analyst, AkzoNobel Industrial Coatings)
Lively and accessible, 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 - from planning and executing a project through to analysis and presenting the findings - it explains how to use tools and methods effectively and obtain the most reliable results. This fully updated second edition of Market Research in Practice features new chapters on the uses of market research (new product development research, market assessment, customer journey research, branding research, channel research, and pricing research), international aspects and new research trends (including coverage of social media research and mobile surveys). It also includes the latest information on carrying out market research design, desk research, sampling and statistics, questionnaire design, data analysis and reporting. Accompanied by a range of online tools and templates for reporting on and determining statistical accuracy, and supported throughout by examples from real market research projects, this is an invaluable guide for students, researchers, marketers and users of market research.
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- VerlagKogan Page
- Erscheinungsdatum2014
- ISBN 10 0749476087
- ISBN 13 9780749476083
- EinbandTapa dura
- Anzahl der Seiten272
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Buchbeschreibung Buch. Zustand: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Lively and accessible, 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 - from planning and executing a project through to analysis and presenting the findings - it explains how to use tools and methods effectively and obtain the most reliable results.This fully updated second edition of Market Research in Practice features new chapters on the uses of market research (new product development research, market assessment, customer journey research, branding research, channel research, and pricing research), international aspects and new research trends (including coverage of social media research and mobile surveys). It also includes the latest information on carrying out market research design, desk research, sampling and statistics, questionnaire design, data analysis and reporting. Accompanied by a range of online tools and templates for reporting on and determining statistical accuracy, and supported throughout by examples from real market research projects, this is an invaluable guide for students, researchers, marketers and users of market research. Bestandsnummer des Verkäufers 9780749476083
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Buchbeschreibung Gebunden. Zustand: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. This essential resource for students, new researchers and marketers explains the fundamentals of market research.Über den AutorrnrnPaul Hague is MD of B2B International. With 35 years of experience running market research agen. Bestandsnummer des Verkäufers 19938224
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Buchbeschreibung HRD. Zustand: New. New Book. Delivered from our UK warehouse in 4 to 14 business days. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Bestandsnummer des Verkäufers L1-9780749476083
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