Market Research in Practice
An Introduction to Gaining Greater Market Insight
by Matthew Harrison, Julia Cupman, Oliver Truman, Paul Hague
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Pub Date 3 Mar 2016 | Archive Date 25 Mar 2016
Kogan Page Ltd | Kogan Page
Description
As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop brands, and optimize prices is even more important. Introducing market research tools, approaches, and issues, this book provides a clear, step-by-step guide from the beginning steps of planning and executing a project through to analyzing and presenting the results.
This fully updated third edition has been revised to reflect the most recent trends in the industry. Ten new chapters cover issues including: ethics in market research, qualitative research, quantitative research, as well as key concepts such as international research, how to design a questionnaire, how to choose a sample, and how to carry out interviews. There are also tips, advice, and new international case studies from the authors’ own experiences, which ground the concepts in business reality.
Available Editions
| EDITION | Paperback |
| ISBN | 9780749475857 |
| PRICE | £29.99 (GBP) |
Featured Reviews
Brenda P, Reviewer
Perfect book to help me with studying towards my MBA! I am studying towards an MBA and have just embarked on the dreaded thesis - a major contribution to any academic classification. Market Research in Practice by Matthew Harrison, Julia Cupman, Oliver Truman, Paul Hague is the perfect book to refer to with information on the 4P's, B2B, brand impact, market segmentation and all the other contributing factors that can impact on a business. This book also includes guidance on how to carry out market research ie quantitative and qualitative, where to begin with market research, how to write a proposal, how to understand the customers you are researching, how to accurately analyse the data that you have accumulated. This is the perfect student academic book which can be used either at Undergraduate level or post grad level. My undergrad degree is Business Studies with Marketing so I found this book very interesting to read as full book, however as I am doing a thesis requiring a lot of research in the various markets this book is perfect to use as a reference guide. I will 100% recommending this book to my fellow students and lecturers.
