عنوان

Market research in practice :

0749475854

9780749475857

9780749475864

b414105

Market research in practice :

[Book]

an introduction to gaining greater market insight /

Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman

Third edition

xviii, 382 pages :

illustrations ;

25 cm

Market research in practice series

Includes bibliographical references (pages 360-377) and index

Part 1. Planning a market research study. Market research design -- Uses of market research -- Part 2. Qualitative research. Qualitative research -- Desk research -- Focus groups -- Depth interviewing -- Observation and ethnography -- Part 3. Quantitative research. Quantitative research -- Sampling and statistics -- Questionnaire design -- Face-to-face interviewing -- Telephone interviewing -- Self-completion questionnaires -- Online surveys -- Data analysis -- Part 4. Using market research. Using market research to segment markets -- Using market research to improve a brand position -- Using market research to improve customer satisfaction and loyalty -- Using market research to achieve optimum pricing -- Using market research to enter a new market -- Using market research to test advertising effectiveness -- Using market research to launch a new product -- Reporting -- Part 5. The market research industry. International market research -- Research trends -- Ethics in market research

0

Marketing research

Marketing research-- Methodology

Social sciences-- Research-- Methodology

Hague, Paul N.

Cupman, Julia

Harrison, Matthew

Truman, Oliver

20170302042250.0

rda

[Book]

Y