Market Research in Practice An Introduction to Gaining Greater Market Insight 3rd Edition Paul Hague 9780749475857

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Product details:

• ISBN 13: 9780749475857
• Author: Paul Hague

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 analyzing and presenting the findings – it explains how to use tools and methods effectively to obtain reliable results.

Table of contents:

1. Introduction
2. market research design
3. uses of market research
4. qualitative research
5. desk research
6. focus group
7. depth interviewing
8. observation and ethnography

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