- Explains how to use market research tools and methods to obtain the most reliable results, taking examples from companies including Adidas, Marks & Spencer, Grohe and General Motors
- Helps readers negotiate the intricate bends of conducting effective market research
- Shows anyone who commissions market research how to manage a project
- Demonstrates the value of market intelligence in business strategy
- Online resources: accompanied by a range of tools, templates, surveys and guides.
Market Research in Practice
An Introduction to Gaining Greater Market Insight
Learn the fundamentals of market research with this essential resource for students, new researchers and marketers.
Key features at a glance
EAN: 9780749475857
Edition: 3
Published:
Format: 234x156
400 pages
About the book
Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. 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 analyzing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results.
This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences are included throughout to ground the concepts in business reality. Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.
Online resources include a range of tools, templates, surveys and guides.
About the authors
Matthew Harrison
Matthew Harrison holds a degree in International Management with French from the University of Bath. He is CEO of B2B International and previously set up and ran the company's offices in Beijing and then New York. He has 16 years' experience of business-to-business market research and intelligence on a worldwide basis. His clients include the likes of PwC, Shell, Sodexo, Xylem and Infineon. He has written numerous papers and articles for B2B International, as well as for a wide range of publications.
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Julia Cupman
Julia Cupman started her career conducting research for television documentaries for the BBC and ITV. She then moved into commercial research and is now on the board of B2B International as a Global Director, where she has led research projects for over 70 large companies across a variety of industry sectors. In 2011, Julia pioneered the Net Value Score - a tool used for assessing the perceived value of brands - which has since been incorporated into several hundred research studies to guide companies on their brand positioning and brand equity. Julia is a member of the Marketing Research Association, American Marketing Association, Business Marketing Association, and ESOMAR.
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Oliver Truman
Oliver Truman is a director of B2B International and has a responsibility for technical development. He is a graduate in linguistics from Manchester University and began his career as a market research interviewer at B2B international eight years ago. He has moved through the ranks with various assignments as a research executive, website development, through to his board appointment.
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Paul Hague
Paul Hague is a founder of B2B International. With 35 years of experience running market research agencies, his books share a wealth of practical experience and expertise. Paul Hague's clients include some of the largest corporations in Europe and the United States. He 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.
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If you are new to market research then this should be your bible. If you hate guessing what your customers are thinking, then this should be your road map. And if you are a marketer young or old, then this masterful reference piece will serve as a timely reminder that the most effective marketing is still about thinking and planning.
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