Market Research in Practice – Paul Hague & Others

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Summary

• As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop brands, and optimize prices is even more important.

• Introducing market research tools, approaches, and issues, this book provides a clear, step-by-step guide from the beginning steps of planning and executing a project through to analyzing and presenting the results.

• This fully updated third edition has been revised to reflect the most recent trends in the industry.

• Ten new chapters cover issues including: ethics in market research, qualitative research, quantitative research, as well as key concepts such as international research, how to design a questionnaire, how to choose a sample, and how to carry out interviews.

• There are also tips, advice, and new international case studies from the authors’ own experiences, which ground the concepts in business reality.