000			03584nam a2200289 i 4500
003			MIUC
005			20191022134110.0
008			160921s2016 enka 001 | eng d
020			_a9780749475857
040			_aMIUC _beng _cMIUC
082	0	0	_a658.83
245	1	0	_aMarket research in practice : _ban introduction to gaining greater market insight / _cPaul Hague, Matthew Harrison, Julia Cupman and Oliver Truman.
250			_aThird edition.
260			_aLondon, etc. : _bKogan Page, _c2016.
300			_axviii, 382 p. : _bill. b&w ; _c25 cm.
490	0		_aMarket research in practice series
504			_aIncludes bibliographical references and index.
505	0		_aPt. 1. Planning a market research study -- Ch. 1. Introduction -- Ch. 2. Market research design -- Ch. 3. Uses of market research -- Pt. 2. Qualitative research -- Ch. 4. Qualitative research -- Ch. 5. Desk research -- Ch. 6. Focus group -- Ch. 7. Depth interviewing -- Ch. 8. Observation and ethnography -- Pt. 3. Quantitative research -- Ch. 9. Quantitative research -- Ch. 10. Sampling and statistics -- Ch. 11. Questionnaire design -- Ch. 12. Face-to-face interviewing -- Ch. 13. Telephone interviewing -- Ch. 14. Self-completion questionnaries -- Ch. 15. Online surveys -- Ch. 16. Data analysis -- Ch. 17. Using market research to segment markets -- Ch. 18. Using market research to improve a brand position -- Ch. 19. Using market research to improve customer satisfaction and loyalty -- Ch. 20. Using market research to achieve optimum pricing -- Ch. 21. Using market research to enter a new market -- Ch. 22. Using market research to test advertising effectiveness -- Ch. 23. Using market research to launch a new product -- Ch. 24. Reporting -- Pt. 5. The market research industry -- Ch. 25. International market research -- Ch. 26. Research trends -- Ch. 27. Ethics in market research.
520			_aMarket 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 are included throughout to ground the concepts in business reality. Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.
650		0	_9579 _aMarketing research
650		0	_9284 _aMarketing research _xMethodology
700	1		_4aut _92403 _aHague, Paul N.
700	1		_4aut _92404 _aHarrison, Matthew
700	1		_4aut _92405 _aCupman, Julia
700	1		_4aut _92406 _aTruman, Oliver
942			_2ddc _cBK