Market Research in Practice: How to Get Greater Insight From Your Market.pdf
Paul Hague is the Managing Director of B2B International. With 35 years of practical experience in running market research agencies, his clients include some of the largest corporations in Europe and the United States. He has written, co-authored and contributed to numerous publications on market research, its tools and techniques.Nick Hague is a founder member of B2B International. He has extensive experience in the design and execution of market research projects across a wide variety of industries, and has managed research projects in 30 countries. He writes regularly on marketing issues and has been identified as one of the UK's eminent young business leaders by Who's Who International.Carol-Ann Morgan is a Director at B2B International and is in charge of research techniques. Before this she worked as a lecturer and social researcher at Salford University.
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.