Market Research in Practice
Published With: Market Research Society
This practical guide to the basics of market research takes a clear, concise step-by-step approach. It describes and explains the various tools and techniques available to market researchers.
This practical guide to the basics of market research takes a clear, concise step-by-step approach. It describes and explains the various tools and techniques available to market researchers. Comparative examples and real-life international case studies help make the basics of market research straightforward and accessible.
Market Research in Practice assumes no previous knowledge of the subject and offers guidance for the reader who is either studying or completely new to market research.
The book also outlines data protection legislation and details the professional ethics incorporated in the MRS Code of Conduct. Contents include:
the role of market research;
market research design;
desk research;
focus groups and in-depth interviews;
sampling;
questionnaire design;
interviewing;
self-completion questionnaires and e-surveys;
data analysis;
report findings.
Part of the new Market Research in Practice series and published in association with the Market Research Society, Market Research in Practice is an invaluable guide for students, researchers, marketers and users of market research.
REVIEWS :“A nice job of explaining the whole process of research, from the
initial inkling of the need to do research through reporting the
results.”
Quirk's Marketing Research Review
“We are adopting them as core texts on our CIM Research courses.
They offer students and those interested in research the opportunity to
purchase and study market research core topics separately and in depth.”
Graham Webb, Senior Programmes Manager, Marketing Sales and Retail, Park
Lane College, Leeds
"A great book for those who will come into contact with research
at any level and are interested in the methods used or are looking for
new ideas to broaden their own forms of research."
Professional Marketing
“A practical introduction to market research for students and for
people who want to carry out or manage their own surveys.”
Journal of Economic Literature
Paperback, 272 Pages, Dimensions 234 x 153 MM Language English.
Paul is the Managing Director of B2B International Ltd, based in Bramahll, Stockport, Cheshire. His books share 30 years of practical experience in running a market research agency. Paul is a Visiting Fellow at Manchester Metropolitan University and a guest lecturer at Manchester Business School. His books have been translated into Italian, Indonesian, Bulgarian, Polish, Portuguese and Chinese.
Nick Hague is a Director of B2B International Ltd and writes regularly on market research issues.