Market Research in Practice: How to Get Greater Insight from Your Market

by Paul N. Hague, Nick Hague, Carol-Ann Morgan

Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Offering a clear, step-by-step guide to the whole process – from planning and executing a project through to analysis and presentation of the findings, the book explains how to use tools and methods effectively and obtain the most reliable results. With new chapters on using market research, international aspects and new research trends (including coverage of social media research and mobile surveys) this fully updated second edition also includes the latest information on carrying out market research design, secondary research, sampling and statistics, questionnaire design, data analysis and reporting.

Accompanied by a range of online tools and templates and supported throughout by examples from real market research practice, this is a valuable guide for students, researchers, marketers and users of market research.

Genres: Business, Nonfiction

257 pages, Paperback

First published March 1, 1992

Reviews

[Rhiannon Grant · Rating 4 out of 5]

Slightly dated (the internet has become much more important) but useful overview of this area, with practical tips and descriptions of industry standards.

[Gio · Rating 4 out of 5]

Interested in working in market research or just want to know what the firm you commissioned to do it for you actually does? Then you need a copy of this book. Market Research In Practice explains what market research is, the tools used to carry it out and what results you can expect from each campaign. By the end, you'll be able to perform your own research or evaluate the results of the firm you commissioned. The writing style is a little dry but informative.