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Market Research in Practice
An Introduction to Gaining Greater Market Insight
By: Paul Hague
Paperback | 3 November 2021 | Edition Number 4
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Market Research in Practice provides a practical and robust introduction to the subject, providing a clear step-by-step guide to managing market research and how to effectively to obtain the most reliable results. Written by an industry expert with over 35 years' practical experience in running a successful market research agency, tips and advice are included throughout to ground the concepts in business reality. This text also benefits from real-world examples from companies including Adidas, Marks & Spencer, Grohe and General Motors.
Now in its fourth edition, Market Research in Practice is now fully updated to capture the latest changes and developments in the field and explores new tools of qualitative research using online methods as well as expanding further on online surveys such as SurveyMonkey. Accompanied by a range of templates, surveys and resources for lecturers, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.
About the Author
Paul Hague is based in Manchester, UK and is the founder of B2B International Ltd. Their clients include some of the largest corporations in Europe and the United States. Paul Hague is the author of a dozen books on market research as well as books on customer experience and business models that share over 35 years of practical experience in running a successful market research agency. These include Kogan Page titles such B2B Customer Experience (2018) and The Business Models Handbook (2019).
Industry Reviews
"A concise, engaging and extremely accessible introduction to market research, tools, techniques and issues. This book stands out because of it succinctness, clarity, and brevity. This is a great go-to guide for anyone seeking an introduction to market research." * PR Smith, author and SOSTAC (R) Planning Founder *
"This book presents the rare combination of being comprehensive, authoritative, and eminently readable. It should become the go-to guide for researchers and research buyers seeking to understand the full research process and its many purposes." * C. Frederic John, Principal, Consilience & Consulting LLC, Bronxville New York *
ISBN: 9781398602823
ISBN-10: 1398602825
Published: 3rd November 2021
Format: Paperback
Language: English
Number of Pages: 392
Audience: Professional and Scholarly
Publisher: Kogan Page
Country of Publication: GB
Edition Number: 4
Edition Type: Revised
Dimensions (cm): 24 x 17 x 2
Weight (kg): 0.67
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