Market Research in Practice
eBook - ePub

Market Research in Practice

A Comprehensive Guide to Customer Insight and Market Understanding

  1. English
  2. ePUB (mobile friendly)
  3. Available on iOS & Android
eBook - ePub

Market Research in Practice

A Comprehensive Guide to Customer Insight and Market Understanding

About this book

Master the evolving landscape of market research with this comprehensive guide that bridges traditional methodologies with cutting-edge digital approaches.

Market Research in Practice delivers an overview of the complete research process, from project conception to insight presentation, incorporating the latest developments in digital transformation and emerging research technologies.

This updated fifth edition provides a practical foundation in market research fundamentals while addressing challenges such as data privacy, survey reliability and remote collaboration. Author Paul Hague covers the rapidly evolving research landscape, exploring evolving consumer behaviour patterns and digital engagement, advanced frameworks for analyzing cross-generational attitudes and preferences and enhanced approaches to desk research and secondary data analysis.

Written by an industry expert with over 50 years of experience in market research, the book grounds theoretical concepts in real-world applications through fresh real-world examples from leading brands such as Adidas, Marks & Spencer, Grohe and General Motors. This essential guide includes practical templates, research tools and comprehensive resources for both practitioners and academics.

Whether you're a student entering the field, an experienced researcher, or a business professional seeking reliable insights, this text provides an invaluable roadmap for navigating the modern market research landscape. The fifth edition of Market Research in Practice reflects the industry's digital transformation while maintaining its commitment to fundamental principles that ensure research excellence. It remains the definitive guide for anyone looking to conduct effective, actionable market research in today's dynamic business environment.

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Yes, you can access Market Research in Practice by Paul Hague in PDF and/or ePUB format, as well as other popular books in Business & Consumer Behaviour. We have over one million books available in our catalogue for you to explore.

Information

Publisher
Kogan Page
Year
2025
Print ISBN
9781398623231
eBook ISBN
9781398623248
Edition
5
Topic
Business
Subtopic
Consumer Behaviour
Index
Business

Table of contents

  1. Preface
  2. PART ONE Planning a market research study
  3. 1Introduction
  4. 2Market research design
  5. 3Uses of market research
  6. PART TWO Qualitative research
  7. 4Qualitative research
  8. 5Desk research
  9. 6Focus groups
  10. 7Depth interviewing
  11. 8Observation and ethnography
  12. PART THREE Quantitative research
  13. 9Quantitative research
  14. 10Sampling and statistics
  15. 11Questionnaire design
  16. 12Face-to-face interviewing
  17. 13Telephone interviewing
  18. 14Self-completion questionnaires
  19. 15Online surveys
  20. 16Data analysis
  21. PART FOUR Using market research
  22. 17Using market research to segment markets
  23. 18Using market research to improve a brand position
  24. 19Using market research to improve customer satisfaction and loyalty
  25. 20Using market research to achieve optimum pricing
  26. 21Using market research to enter a new market
  27. 22Using market research to test advertising effectiveness
  28. 23Using market research to launch a new product
  29. 24Using market research to understand human behaviour
  30. 25Using market research to test social and political opinions
  31. 26Reporting
  32. PART FIVE The market research industry
  33. 27International market research
  34. 28Research trends
  35. 29The General Data Protection Regulation
  36. 30Quality in market research
  37. 31Ethics in market research
  38. Bibliography
  39. Index