Market Research in Practice: A Guide to the Basics
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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accuracy answers asked attitudes behaviour body language brands business-to-business markets carried cent Chapter chart Client closed questions cluster analysis Code of Conduct Codeline complete conjoint analysis consumer cost customer satisfaction data collection database decision depth interviews desk research directories discussion ensure example face-to-face interviews factors fieldwork Figure focus groups hall test household important industry Internet issues Market Research Society method moderator multivariate analysis Mystery shopping Note on Rule number of interviews observation obtained open-ended questions population possible pre-coded presentation problem professional proprietary software qualitative research quantitative questionnaire design records Relationship Marketing relevant research agency respondent's respondents response rates sampling error score segmentation self-completion questionnaires small number sources specific statistical street interviews structure sumer suppliers Table techniques telephone interviews timetable tion trade-off usually words