Bisher 30,99**
27,99
versandkostenfrei*
Alle Preise in Euro, inkl. MwSt.
**Früherer Preis
Sofort lieferbar
14 °P sammeln

    Broschiertes Buch

Jetzt bewerten

Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable…mehr

Produktbeschreibung
Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences, along with case studies from companies such as Adidas, Marks & Spencer, Grohe and General Motors, are included throughout to ground the concepts in business reality. Accompanied by a range of online tools and templates, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.
  • Produktdetails
  • Verlag: Kogan Page
  • 3rd ed.
  • Seitenzahl: 382
  • Erscheinungstermin: 3. März 2016
  • Englisch
  • Abmessung: 266mm x 169mm x 25mm
  • Gewicht: 671g
  • ISBN-13: 9780749475857
  • ISBN-10: 0749475854
  • Artikelnr.: 44092564
Autorenporträt
Matthew Harrison, Julia Cupman, Oliver Truman, Paul Hague
Inhaltsangabe
Section
ONE: Planning a market research study; Chapter
01: Introduction; Chapter
02: Market research design; Chapter
03: Uses of market research; Section
TWO: Qualitative research; Chapter
04: Qualitative research; Chapter
05: Desk research; Chapter
06: Focus groups; Chapter
07: Depth interviewing; Chapter
08: Observation and ethnography; Section
THREE: Quantitative research; Chapter
09: Quantitative research; Chapter
10: Sampling and statistics; Chapter
11: Questionnaire design; Chapter
12: Face
to
face interviewing; Chapter
13: Telephone interviewing; Chapter
14: Self
completion questionnaires; Chapter
15: Online surveys; Chapter
16: Data analysis; Section
FOUR: Using market research; Chapter
17: Using market research to segment markets; Chapter
18: Using market research to improve a brand position; Chapter
19: Using market research to improve customer satisfaction and loyalty; Chapter
20: Using market research to achieve optimum pricing; Chapter
21: Using market research to enter a new market; Chapter
22: Using market research to test advertising effectiveness; Chapter
23: Using market research to launch a new product; Chapter
24: Reporting; Section
FIVE: The market research industry; Chapter
25: International market research; Chapter
26: Research trends; Chapter
27: Ethics in market research