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Market Research in Practice: A Guide to the Basics (Market Research in Practice S.) ISBN: 0749441801 ISBN13: 9780749441807 Market Research in Practice: A Guide to the Basics (Market Research in Practice S.) By: Paul N. Hague ; Nick Hague ; Carol-Ann Morgan Publisher: Kogan Page Ltd Format: Paperback Our Price: 18.39 Discount: 8% RRP: 19.99

This practical guide to the basics of market research takes a clear, concise step-by-step approach. It describes and explains the various tools and techniques available to market researchers. Comparative examples and real-life international case studies help make the basics of market research straightforward and accessible. Market Research in Practice assumes no previous knowledge of the subject and offers guidance for the reader who is either studying or completely new to market research. The book also outlines data protection legislation and details the professional ethics incorporated in the MRS Code of Conduct. Contents include: the role of market research; market research design; desk research; focus groups and in-depth interviews; sampling questionnaire; design interviewing; self-completion questionnaires and e-surveys data analysis; and report findings. Part of the new Market Research in Practice series and published in association with the Market Research Society, Market Research in Practice is an invaluable guide for students, researchers, marketers and users of market research.


Brief Description:

Describing the various tools and techniques available to market researchers, this book offers practical advice and presents case studies to explain the principles of market research. It includes chapters that discuss topics, such as research design, desk research, focus groups, depth interviewing, observation and sampling.

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