Market Research in Practice - Paul Hague; Carol-Ann Morgan

Market Research in Practice
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Autor: Paul Hague; Carol-Ann Morgan

 Wydawnictwo: Kogan Page
ISBN: 9780749468644
EAN:
Format: ...
Oprawa: miękka
Stron: 272
Data wydania: 2013-10-01
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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 analysis and presenting the findings, the book explains how to use tools and methods effectively and obtain the most reliable results. With new chapters on using market research, international aspects and new research trends (including coverage of social media research and mobile surveys) this fully updated second edition also includes the latest information on carrying out market research design, desk research, sampling and statistics, questionnaire design, data analysis and reporting. Accompanied by a range of online tools and templates and supported throughout by examples from real market research projects, this is an invaluable guide for students, researchers, marketers and users of market research. "Accessible and attractively presented with a good structure built on years of first-hand experience. Provides insights with clear tips for success throughout." John Pal, Senior Lecturer in Retailing, Manchester Business School "A really practical, down-to-earth book with clearly laid out examples and illustrations. The use of real-life scenarios helps to de-mystify the world of research through logical steps." Carol Sheppard, Customer Experience Research Manager, Molson Coors "Easy to read, easy to understand ... a book to have, not only for students, but definitely also for business people." Jeroen Beukeboom, MBA, Senior Business Development Analyst, AkzoNobel Industrial Coatings

Książka "Market Research in Practice"
Paul Hague; Carol-Ann Morgan