Market Research in Practice: An Introduction to Gaining Greater Market Insight, Third Edition

  • 7h 3m
  • Julia Cupman, Matthew Harrison, Oliver Truman, Paul Hague
  • Kogan Page
  • 2016

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.

About the Authors

All the authors are associated with B2B International, one of the world's leading business-to-business market research specialist agencies. Matthew Harrison set up and ran the company's offices in Beijing and New York and is now a Director. Julia Cupman is Global Director and runs the US office in New York. Oliver Truman is a Director responsible for technical development. Paul Hague is Managing Director; his clients have included some of the largest corporations in Europe and the United States. He is also co-author of the previous edition of Market Research in Practice (Kogan Page).

In this Book

  • Introduction
  • Market Research Design
  • Uses of Market Research
  • Qualitative Research
  • Desk Research
  • Focus Groups
  • Depth Interviewing
  • Observation and Ethnography
  • Quantitative Research
  • Sampling and Statistics
  • Questionnaire Design
  • Face-to-Face Interviewing
  • Telephone Interviewing
  • Self-Completion Questionnaires
  • Online Surveys
  • Data Analysis
  • Using Market Research To Segment Markets
  • Using Market Research to Improve a Brand Position
  • Using Market Research to Improve Customer Satisfaction and Loyalty
  • Using Market Research to Achieve Optimum Pricing
  • Using Market Research to Enter a New Market
  • Using Market Research to Test Advertising Effectiveness
  • Using Market Research to Launch a New Product
  • Reporting
  • International Market Research
  • Research Trends
  • Ethics in Market Research
  • References