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Market Research in Practice

By Matthew Harrison

Product Image: Market Research in Practice

Market Research in Practice

Only 2 items left in stock
Description
Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences are included throughout to ground the concepts in business reality. Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.
Product details
Binding:
Paperback
Edition:
3
Number of Pages:
382
Release Date:
2016-03-03
Publication Date:
2016-03-03
Publisher:
Kogan Page
Languages:
Original: English
ISBN10:
0749475854
ISBN13:
9780749475857
GPSR Manufacturer Reference:
[email protected]
Weight:
691 g
Height:
170 cm
Width:
244 cm
Thickness:
21 cm

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The items bear minimal signs of past use, such as light scratches or memories in the form of markings. These signs of wear give the items a charming character and tell stories of their previous owners, while not affecting their functionality.
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