Market Research in Practice
An Introduction to Gaining Greater Market Insight
(Sprache: Englisch)
Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.
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Produktinformationen zu „Market Research in Practice “
Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.
Klappentext zu „Market Research in Practice “
Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.
Inhaltsverzeichnis zu „Market Research in Practice “
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
Autoren-Porträt von Paul Hague
Paul Hague, based in Manchester, UK, is co- founder of B2B International. With 45 years of experience running market research agencies, his clients include Samsung, Microsoft, Henkel and Michelin. He has over 35 years of practical experience in running a successful market research agency and is the author of Market Research in Practice 5e and The Business Model Handbook, also published by Kogan Page.
Bibliographische Angaben
- Autor: Paul Hague
- 2021, 4. Aufl., 392 Seiten, Maße: 16,8 x 23,9 cm, Kartoniert (TB), Englisch
- Verlag: Kogan Page
- ISBN-10: 1398602825
- ISBN-13: 9781398602823
- Erscheinungsdatum: 01.11.2021
Sprache:
Englisch
Pressezitat
"Tactics don't work without a solid strategic foundation. And you only get strategy right working from a good base of market research. This book is that base. Clear. Practical. And everything you need to know to do market research properly." Mark Ritson, Virtual Marketing Professor
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