Market research in practice : how to get greater insight from your market /
Hague, Paul N.
Market research in practice : how to get greater insight from your market / - 2nd edition. - London : Kogan Page, 2013. - xiii, 257 pages : illustrations ; 24 cm. - Market research in practice series . - Market research in practice series. .
Includes bibliographical references (pages 234-249) and index.
Preface -- Introduction -- Uses of market research -- Market research design -- Desk research -- Focus groups -- Depth interviewing -- Observation and ethnography -- Sampling and statistics -- Questionnaire design -- Self-completion questionnaires -- Face-to-face interviewing -- Telephone interviewing -- Online surveys -- Data analysis -- Reporting -- International market research -- Research trends.
This practical guide to the basics of market research takes a step-by-step approach. It describes and explains the various tools and techniques available to market researchers and through clear, concise advice and real-life case studies, the basics of market research are made straightforward and accessible.
9780749468644 (pbk.) 9780749468644: £24.99 0749468645 (pbk.)
2013022887
Marketing research.
658.83 / HAG
Market research in practice : how to get greater insight from your market / - 2nd edition. - London : Kogan Page, 2013. - xiii, 257 pages : illustrations ; 24 cm. - Market research in practice series . - Market research in practice series. .
Includes bibliographical references (pages 234-249) and index.
Preface -- Introduction -- Uses of market research -- Market research design -- Desk research -- Focus groups -- Depth interviewing -- Observation and ethnography -- Sampling and statistics -- Questionnaire design -- Self-completion questionnaires -- Face-to-face interviewing -- Telephone interviewing -- Online surveys -- Data analysis -- Reporting -- International market research -- Research trends.
This practical guide to the basics of market research takes a step-by-step approach. It describes and explains the various tools and techniques available to market researchers and through clear, concise advice and real-life case studies, the basics of market research are made straightforward and accessible.
9780749468644 (pbk.) 9780749468644: £24.99 0749468645 (pbk.)
2013022887
Marketing research.
658.83 / HAG