Market research in practice [electronic resource] : an introduction to gaining greater market insight / Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman.
Series: Market research in practice seriesPublication details: Philadelphia : Kogan Page, c2016Edition: Third editionDescription: xviii, 401 pages : illustrations ; 25 cmContent type:- text
- computer
- online resource
- 9780749475857
- 9780749475864
| Item type | Current library | Call number | Status | Date due | Barcode | |
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eBooks
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Digital Library | Available |
Includes bibliographical references (pages 360-377) and index.
Part 1. Planning a market research study. Market research design
Uses of market research
Part 2. Qualitative research. Qualitative research
Desk research
Focus groups
Depth interviewing
Observation and ethnography
Part 3. Quantitative research. Quantitative research
Sampling and statistics
Questionnaire design
Face-to-face interviewing
Telephone interviewing
Self-completion questionnaires
Online surveys
Data analysis
Part 4. Using market research. Using market research to segment markets
Using market research to improve a brand position
Using market research to improve customer satisfaction and loyalty
Using market research to achieve optimum pricing
Using market research to enter a new market
Using market research to test advertising effectiveness
Using market research to launch a new product
Reporting
Part 5. The market research industry. International market research
Research trends
Ethics in market research
