Market research in practice
Subtitle: an introduction to gaining greater market insight
By: Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman
Contributors: Harrison, Matthew, author; Cupman, Julia, author; Truman, Oliver, author
Edition: Third edition.
Series: Market research in practice series; Market research in practice series
Publisher: Kogan Page
Published: 2016
Language: eng
Number of pages: 382
ISBN-13: 9780749475857
Subjects: Methodology; Social sciences; Marketing research; Research
Notes: Includes bibliographical references (pages 360-377) and index.
Table of contents: title: Part 1. Planning a market research study. Market research design; title: Uses of market research; title: Part 2. Qualitative research. Qualitative research; title: Desk research; title: Focus groups; title: Depth interviewing; title: Observation and ethnography; title: Part 3. Quantitative research. Quantitative research; title: Sampling and statistics; title: Questionnaire design; title: Face-to-face interviewing; title: Telephone interviewing; title: Self-completion questionnaires; title: Online surveys; title: Data analysis; title: Part 4. Using market research. Using market research to segment markets; title: Using market research to improve a brand position; title: Using market research to improve customer satisfaction and loyalty; title: Using market research to achieve optimum pricing; title: Using market research to enter a new market; title: Using market research to test advertising effectiveness; title: Using market research to launch a new product; title: Reporting; title: Part 5. The market research industry. International market research; title: Research trends; title: Ethics in market research.