Market Research in Practice: A Guide to the Basics

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Kogan Page, 2004 - Business & Economics - 244 pages
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This practical guide to the basics of market research takes a clear, concise step-by-step approach. It describes and explains the various tools and techniques available to market researchers. Comparative examples and real-life international case studies help make the basics of market research straightforward and accessible. Market Research in Practice assumes no previous knowledge of the subject and offers guidance for the reader who is either studying or completely new to market research. The book also outlines data protection legislation and details the professional ethics incorporated in the MRS Code of Conduct. Contents include: the role of market research market research design desk research focus groups and in-depth interviews sampling questionnaire design interviewing self-completion questionnaires and e-surveys data analysis report findings Part of the new Market Research in Practice series and published in association with the Market Research Society, Market Research in Practice is an invaluable guide for students, researchers, marketers and users of market research.

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Contents

Market research design
17
Desk research
32
Focus groups
48
Copyright

13 other sections not shown

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About the author (2004)

Paul Hague Paul is the Managing Director of B2B International Ltd, based in Bramahll, Stockport, Cheshire. His books share 30 years of practical experience in running a market research agency. Paul is a Visiting Fellow at Manchester Metropolitan University and a guest lecturer at Manchester Business School. His books have been translated into Italian, Indonesian, Bulgarian, Polish, Portuguese and Chinese. Other titles published by Kogan Page include - Market Research - A guide to Planning, Methodology, and Evaluation (Paul Hague & Peter Jackson) Do Your Own Market Research (Paul Hague & Peter Jackson) The Industrial Market Research Handbook (Paul Hague) How To Do Market Research (Paul Hague & Peter Jackson) Market Research In Practice (Paul Hague & Peter Jackson) Questionnaire Design (Paul Hague) Interviewing (Paul Hague) Sampling & Statistics (Paul Hague & Paul Harris) Presentations And Report Writing (Paul Hague & Kate Roberts) Handbook of Market Research (Ed Birn, Hague & Vengelder)

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