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" Market research in practice : "
Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman
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BL
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| Record Number
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584886
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| Doc. No
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b414105
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| Main Entry
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Hague, Paul N.
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| Title & Author
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Market research in practice : : an introduction to gaining greater market insight /\ Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman
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| Edition Statement
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Third edition
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| Series Statement
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Market research in practice series
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| Page. NO
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xviii, 382 pages :: illustrations ;; 25 cm
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| ISBN
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9780749475857
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: 0749475854
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9780749475864
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| Bibliographies/Indexes
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Includes bibliographical references (pages 360-377) and index
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| Contents
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Part 1. Planning a market research study. Market research design -- Uses of market research -- Part 2. Qualitative research. Qualitative research -- Desk research -- Focus groups -- Depth interviewing -- Observation and ethnography -- Part 3. Quantitative research. Quantitative research -- Sampling and statistics -- Questionnaire design -- Face-to-face interviewing -- Telephone interviewing -- Self-completion questionnaires -- Online surveys -- Data analysis -- Part 4. Using market research. 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 -- Part 5. The market research industry. International market research -- Research trends -- Ethics in market research
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| Subject
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Marketing research
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| Subject
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Marketing research-- Methodology
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| Subject
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Social sciences-- Research-- Methodology
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| LC Classification
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HF5415.2.H253 2016
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| Added Entry
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Harrison, Matthew
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Cupman, Julia
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Truman, Oliver
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