Paul Hague: Market Research in Practice

Cover: 9781398602823 | Market Research in Practice | Paul Hague | Taschenbuch | Englisch

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Sprache: Englisch

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Beschreibung

Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.

Über den Autor

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.

Inhaltsverzeichnis

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

Erscheinungsjahr:	2021
Fachbereich:	Werbung & Marketing
Genre:	Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Kartoniert / Broschiert
ISBN-13:	9781398602823
ISBN-10:	1398602825
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Hague, Paul
Auflage:	4. Auflage
Hersteller:	Kogan Page
Maße:	239 x 168 x 23 mm
Von/Mit:	Paul Hague
Erscheinungsdatum:	03.11.2021
Gewicht:	0,67 kg

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