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Market research in practice : how to get greater insight from your market / Paul Hague, Nick Hague and Carol-Ann Morgan.

By: Contributor(s): Material type: TextTextSeries: Market research in practice seriesPublisher: London : Kogan Page 2013Edition: Second editionDescription: xiii, 257 pages : illustrations (black and white) ; 24 cmISBN:
  • 9780749468644 (pbk.) :
Subject(s): DDC classification:
  • 658.83 HAG
LOC classification:
  • HF5415.2 .H253 2013
Available additional physical forms:
  • Also issued online.
Contents:
1.Introduction -- 2.Uses of market research -- 3.Market research design -- 4.Desk research -- 5.Focus groups -- 6.Depth interviewing -- 7.Observation and ethnography -- 8.Sampling and statistics -- 9.Questionnaire design -- 10.Self-completion questionnaires -- 11.Face-to-face interviewing -- 12.Telephone interviewing -- 13.Online surveys -- 14.Data analysis -- 15.Reporting -- 16.International market research -- 17.Research trends.
Summary: This practical guide to the basics of market research takes a step-by-step approach. It describes and explains the various tools and techniques available to market researchers and through clear, concise advice and real-life case studies, the basics of market research are made straightforward and accessible.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.83 HAG (Browse shelf(Opens below)) 1 Available 219072

Previous edition: 2004.

Includes bibliographical references and index.

1.Introduction -- 2.Uses of market research -- 3.Market research design -- 4.Desk research -- 5.Focus groups -- 6.Depth interviewing -- 7.Observation and ethnography -- 8.Sampling and statistics -- 9.Questionnaire design -- 10.Self-completion questionnaires -- 11.Face-to-face interviewing -- 12.Telephone interviewing -- 13.Online surveys -- 14.Data analysis -- 15.Reporting -- 16.International market research -- 17.Research trends.

This practical guide to the basics of market research takes a step-by-step approach. It describes and explains the various tools and techniques available to market researchers and through clear, concise advice and real-life case studies, the basics of market research are made straightforward and accessible.

Also issued online.

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