A01=Paul Hague
Author_Paul Hague
Category=KJMV7
Category=KJS
consumer insight
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Market research
qualitative research
quantitative research
questionnaire design
research tools and methods
sampling
Product details
- ISBN 9781398602847
- Weight: 1010g
- Dimensions: 176 x 250mm
- Publication Date: 03 Nov 2021
- Publisher: Kogan Page Ltd
- Publication City/Country: GB
- Product Form: Hardback
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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. 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.
Paul Hague is based in Manchester, UK and is the founder of B2B International Ltd. Their clients include some of the largest corporations in Europe and the United States. Paul Hague is the author of a dozen books on market research as well as books on customer experience and business models that share over 35 years of practical experience in running a successful market research agency. These include Kogan Page titles such B2B Customer Experience (2018) and The Business Models Handbook (2019).
