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Market Research in Practice 3rd Edition

An Introduction to Gaining Greater Market Insight

By Matthew Harrison, Julia Cupman, Oliver Truman, Paul N 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 analysing and presenting the findings – it explains how to use tools and methods effectively to obtain reliable results.

This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors’ own extensive experiences are included throughout to ground the concepts in business reality. Accompanied by a range of online tools and templates, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.

Table of Content

Chapter – 01: Introduction;
Chapter – 02: Market research design;
Chapter – 03: Uses of market research;
Chapter – 04: Using market research to segment markets;
Chapter – 05: Using market research to improve brand position;
Chapter – 06: Using market research to improve customer satisfaction and loyalty;
Chapter – 07: Using market research to achieve optimum pricing;
Chapter – 08: Using market research to enter a new market;
Chapter – 09: Using market research to test advertising effectiveness;
Chapter – 10: Using market research to launch new product;
Chapter – 11: Qualitative Research;
Chapter – 12: Desk Research;
Chapter – 13: Focus Groups;
Chapter – 14: Depth Interviews;
Chapter – 15: Observation & ethnography;
Chapter – 16: Quantitative research;
Chapter – 17: Sampling;
Chapter – 18: Questionnaire design;
Chapter – 19: Face-to-face interviewing;
Chapter – 20: Telephone interviewing;
Chapter – 21: Self-completion questionnaires;
Chapter – 22: E-surveys;
Chapter – 23: Data & statistical analysis;
Chapter – 24: Reporting;
Chapter – 25: International Market Research;
Chapter – 26: Trends in the Market Research Industry;
Chapter – 27: Ethics in market research

About Authors:

Paul Hague is MD of B2B International. With 35 years of experience running market research agencies, his clients include some of the largest corporations in Europe and the United States. He has written, co-authored and contributed to numerous publications on market research, its tools and techniques.

Matthew Harrison holds a degree in international management with French from the University of Bath. He is CEO of B2B International and previously set up and ran the company’s offices in Beijing and New York. He has 16 years of experience in business-to-business market research and intelligence.

Julia Cupman is a global director of B2B International, where she has led market research projects for over 70 large companies across a variety of industry sectors. In 2011, Julia pioneered the Net Value Score – a tool used for assessing the perceived value of brands – which has since been incorporated into several hundred research studies to guide companies on their brand positioning and brand equity.

Oliver Truman is a director of B2B International and has a responsibility for technical development. He is a graduate in linguistics from Manchester University and began life as a market research interviewer at B2B international eight years ago. He has moved through the ranks with various assignments as a research executive, website development, through to his board appointment.
Oliver is a prolific contributor to the B2B website and blog. Oliver’s clients include Samsung, E.ON, Kaspersky, Vocollect, Shell, Microsoft, Zurich Insurance.

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