Market research in practice : how to get greater insight from your market /
By: Hague, Paul N.
Contributor(s): Hague, Nick | Morgan, Carol-Ann.
Series: Market research in practice series: Publisher: London : Kogan Page, 2013Edition: 2nd edition.Description: xiii, 257 pages : illustrations ; 24 cm.Content type: text $2 rdacontent | text | still image Media type: unmediated $2 rdamedia | unmediated Carrier type: volume $2 rdacarrier | volumeISBN: 9780749468644 (pbk.); 9780749468644:; 0749468645 (pbk.).Subject(s): Marketing research
DDC classification: 658.83 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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ATU Sligo Yeats Library | 658.83 HAG (Browse shelf(Opens below)) | Available | 0092567 | |||
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ATU Sligo Yeats Library Main Lending Collection | 658.83 HAG (Browse shelf(Opens below)) | 1 | Available | M028221 |
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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.