Do Your Own Market Research covers the skills and techniques required to carry out effective market research. It provides advice and case studies, and is aimed at owners and managers of smaller businesses, public sector managers, and anyone undertaking market research for the first time.
Carrying out your own market research can seem a difficult and daunting task, besieged with obstacles and requiring intensive training. You may feel it is a task that simply cannot be undertaken by the lone researcher.
However, enlightenment is at hand with this third edition of Do Your Own Market Research, which has been fully updated to cover all the latest techniques. The book reveals, in a practical and jargon-free style, that the skills needed for successful market research are actually far more accessible and easier to implement than would-be researchers might think.
The authors cover a number of essential topics including:
- What market research is
- Planning a project
- Desk work
- Telephone interviewing
- Face-to-face interviewing
- Data analysis and reporting
- Buying market research
Do Your Own Market Research is a must for owners and managers of smaller businesses, public sector managers and absolutely anyone undertaking market research for the first time.
Paul Hague is a director of Hague Jackson Ltd. He regularly contributes to the market research trade press and lectures at seminars on the subject. He is also the author of Market Research in Practice (published by Kogan Page).
Peter Jackson is a director of Hague Jackson Ltd. He has over 25 years' practical experience of market research and is the author of Market Research: A Guide to Planning, Methodology and Evaluation and other books published by Kogan Page.