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

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

Softcover

ISBN 10: 0749475854 ISBN 13: 9780749475857

Publisher: Kogan Page, 2016

Synopsis

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 this title

About the Author

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).

Review

"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)

"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 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)

"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 masterly 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)

"An ideal textbook for college and university Business Management and Market Research curriculums, Market Research in Practice: An Introduction to Gaining Greater Market Insight will prove to be of immense and practical value to both aspiring and practicing corporate marketing directors and researchers. An absolutely essential addition to academic and corporate Business & Marketing instructional reference collections."
(Reviewer's Bookwatch, Buhle's Bookshelf Midwest Book Review)

"Accessible and attractively presented with a good structure built on years of first-hand experience. Provides insights with clear tips for success throughout." (John Pal, Senior Lecturer in Retailing Manchester Business School)

"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)

"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.)

"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)

"[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)

Edition details

• Publisher: Kogan Page
• Publication date: 2016
• ISBN 10: 0749475854
• ISBN 13: 9780749475857
• Binding: Paperback
• Language: English
• Edition number: 3
• Number of pages: 400