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Market Research in Practice by Paul Hague

Market Research in Practice

An Introduction to Gaining Greater Market Insight

Paul Hague

Kogan Page · Print & ebook · November 30, 2021

Learn the fundamentals of market research with this bestselling guide that delivers an overview of the whole process, from planning a project and executing it, what tools to use, through to analysis and presenting the findings.

Marketing Research
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Who it’s for
From project planning through analysis, this guide covers tools, findings, and business examples.
Genres
Marketing Research
Published
Kogan Page, November 30, 2021

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About this book

Learn the fundamentals of market research with this bestselling guide that delivers an overview of the whole process, from planning a project and executing it, what tools to use, through to analysis and presenting the findings. Market Research in Practice provides a practical and robust introduction to the subject, providing a clear step-by-step guide to managing market research and how to effectively to obtain the most reliable results.

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Written by an industry expert with over 35 years' practical experience in running a successful market research agency, tips and advice are included throughout to ground the concepts in business reality. This text also benefits from real-world examples from companies including Adidas, Marks & Spencer, Grohe and General Motors. Now in its fourth edition, Market Research in Practice is now fully updated to capture the latest changes and developments in the field and explores new tools of qualitative research using online methods as well as expanding further on online surveys such as SurveyMonkey. Accompanied by a range of templates, surveys and resources for lecturers, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.

Market Research Process

From project planning through analysis, this guide covers tools, findings, and business examples.

Come here for

  • A step-by-step guide to managing market research
  • Company examples from Adidas, Marks & Spencer, Grohe, and General Motors

Expect

  • New tools for qualitative research using online methods
  • Expanded online-survey coverage, including SurveyMonkey

Where it sits

Marketing Research100%

Percentages are BookFrontier’s reading of the book.

Publisher categories

  • Marketing
  • Marketing Research
Authors
Paul Hague
Publisher
Kogan Page
Published
November 30, 2021
Format
Print & ebook
Reading lane
Marketing