Hague, Paul N.
London : Kogan Page, 2013.
Added to CLICnet on 06/27/2014
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Part of the series Market research in practice series;Market research in practice series.
Notes:
- First published in Great Britian and the United States in 2004. –T.p. verso.
- Includes bibliographical references (pages 234-249) and index.
- 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 — Provided by publisher.
- Machine generated contents note: Preface01 Introduction — Who needs market research? — New roles for market research — The effect of regional culture on the use of market research — The use of market research in business models and frameworks — Consumer and business-to-business market research — The scope of market research information — Quantitative and qualitative research — The market research process — The organization of market research — Summary02 Uses of market research — Understanding markets — Understanding customers — Understanding and developing the offer — Positioning the brand and communications — Summary03 Market research design — What is worth researching? — Market research suppliers — The market research brief: a statement of the problem/opportunity — The market research proposal: the return of brief (ROB) — The information required — The accuracy — The budget — The timetable — What to expect in a proposal (return of brief) — Summary04 Desk research — A veritable gold mine — An important principle of desk research — Sources of sources: the high-level view — Industry experts — The internet — Online market reports — The press — Company data — Government statistics — Trade and industry bodies — Directories and lists — The range of information available from desk research — Planning, recording and evaluating desk research — The limits of desk research — Summary05 Focus groups — The focus group — The people that make up a focus group — When to use focus groups — Areas of special consideration — Planning and recruiting groups — Number of groups — Venues of groups — Getting participants to attend — The group moderator — Tools of the group moderator — Summary06 Depth interviewing — Why use depth interviews? — Depth interviews in market research design — How many depth interviews are needed? — The role of the telephone in depth interviewing — Winning cooperation for the interview — The principles of interviewing — The interview itself — The line o
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