Market Research in Practice: An Introduction to Gaining Greater Market Insight - Brossura

Harrison, Matthew; Cupman, Julia; Truman, Oliver; Hague, Paul

Brossura

ISBN 10: 0749475854 ISBN 13: 9780749475857

Casa editrice: Kogan Page, 2016

Riassunto

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.

Su questo libro

Recensione:

"If you are new to market research then this should be your bible. If you hate guessing what your customers are thinking, then this should be your road map. And if you are a marketer young or old, then this masterful reference piece will serve as a timely reminder that the most effective marketing is still about thinking and planning." (John Dodds, Global Director Brand and Marketing Communications Excellence Air Products 2016-02-02)

"This book will be useful to those interested in information-based decisions, practitioners and students of management, in both the public and private sectors. The book covers both secondary and primary data, and it encompasses our move to interest in big data, as well as making the most of small-sample qualitative studies. In this context, it puts sampling into context and gives insight into the appreciation of validity. The section on analysis suggests practical approaches to presenting results based on descriptive outcomes and multivariate analysis to understand market segmentation. The book clearly draws on a wealth of experience, it is credible, understandable, and I would recommend it to anyone undertaking marketing information gathering." (Professor Gillian H Wright, Director of Doctoral Programmes, Manchester Metropolitan University 2016-02-02)

"The world of market research is constantly evolving with new methods and technologies. It's important to have a resource that you trust to remind you of the foundations of research-done-well. A valuable tool for insights professionals of all types, this is the book that I use with my team, whether we're searching for new inspiration or just want to go back to basics." (Rebecca Cunningham, Senior Market Research Manager, Stanley Black & Decker, Inc 2016-02-02)

"A nice job of explaining the whole process of research, from the initial inkling of the need to do research through reporting the results." (Quirk's Marketing Research Review)

"A practical guide to the basics of marketing research. Filled with real-world applications and important details, the book presents a step-by-step approach to conducting primary research, from planning a project through execution, analysis, and presentation of findings. The guide not only outlines the fundamental steps, but reviews the complete ten-week market research cycle. ...Liberal use of examples and a variety of graphics peppered throughout enhance readability. Undergraduate business students or MBA students with little prior exposure to the area will find this book very helpful" (S.D. Clark, St. John's University, Choice)

"A practical introduction to market research for students and for people who want to carry out or manage their own surveys." (Journal of Economic Literature)

"A great book for those who will come into contact with research at any level and are interested in the methods used or are looking for new ideas to broaden their own forms of research." (Professional Marketing)

"Any B2B marketer who is looking to increase awareness of their own market, or even those using market research to investigate new areas, will benefit from this book." (Charlie King, Kelso Consulting, B2B Marketing)

"Easy to read, easy to understand ... a book to have, not only for students, but definitely also for business people." (Jeroen Beukeboom, MBA, Senior Business Development Analyst, AkzoNobel Industrial Coatings)

"A really practical, down-to-earth book with clearly laid out examples and illustrations. The use of real-life scenarios helps to demystify the world of research through logical steps." (Carol Sheppard, Customer Experience Research Manager, Molson Coors)

Descrizione del libro:

Explains how to use market research tools and methods to obtain the most reliable results, taking examples from companies including Adidas, Marks & Spencer, Grohe and General Motors

Helps readers negotiate the intricate bends of conducting effective market research

Shows anyone who commissions market research how to manage a project

Demonstrates the value of market intelligence in business strategy

Online resources: accompanied by a range of tools, templates, surveys and guides.

Su questa edizione

• Editore: Kogan Page
• Data di pubblicazione: 2016
• ISBN 10: 0749475854
• ISBN 13: 9780749475857
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 400