Market Research in Practice
An Introduction to Gaining Greater Market Insight
(Sprache: Englisch)
Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.
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Produktdetails
Produktinformationen zu „Market Research in Practice “
Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.
Klappentext zu „Market Research in Practice “
Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.
Inhaltsverzeichnis zu „Market Research in Practice “
Section - ONE: Planning a market research study; Chapter - 01: Introduction; Chapter - 02: Market research design; Chapter - 03: Uses of market research; Section - TWO: Qualitative research; Chapter - 04: Qualitative research; Chapter - 05: Desk research; Chapter - 06: Focus groups; Chapter - 07: Depth interviewing; Chapter - 08: Observation and ethnography; Section - THREE: Quantitative research; Chapter - 09: Quantitative research; Chapter - 10: Sampling and statistics; Chapter - 11: Questionnaire design; Chapter - 12: Face-to-face interviewing; Chapter - 13: Telephone interviewing; Chapter - 14: Self-completion questionnaires; Chapter - 15: Online surveys; Chapter - 16: Data analysis; Section - FOUR: Using market research; Chapter - 17: Using market research to segment markets; Chapter - 18: Using market research to improve a brand position; Chapter - 19: Using market research to improve customer satisfaction and loyalty; Chapter - 20: Using market research to achieve optimum pricing; Chapter - 21: Using market research to enter a new market; Chapter - 22: Using market research to test advertising effectiveness; Chapter - 23: Using market research to launch a new product; Chapter - 24: Reporting; Section - FIVE: The market research industry; Chapter - 25: International market research; Chapter - 26: Research trends; Chapter - 27: Ethics in market research
Autoren-Porträt von Paul Hague
Paul Hague
Bibliographische Angaben
- Autor: Paul Hague
- 2021, 4. Auflage, 392 Seiten, Maße: 16,8 x 23,9 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 1398602825
- ISBN-13: 9781398602823
- Erscheinungsdatum: 01.11.2021
Sprache:
Englisch
Pressezitat
"Tactics don't work without a solid strategic foundation. And you only get strategy right working from a good base of market research. This book is that base. Clear. Practical. And everything you need to know to do market research properly." Mark Ritson, Virtual Marketing Professor
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