- Explores the fundamentals of market research, and offers a step-by-step guide for students, researchers and business professionals on managing the process such as guidance on planning a project and executing it through to analysis and presenting the findings
- Explains how to use market research tools and methods effectively to obtain reliable results with examples from companies including Adidas, Marks & Spencer, Grohe and General Motors
- New to this edition: changing trends in customer behaviour, digital transformation, concerns over survey reliability, desk research, new frameworks, understanding different generations in terms of behaviour and attitudes, data privacy and security and remote work and collaboration
- Online resources: templates to use when conducting market research such as 'customer satisfaction questionnaires' and 'focus group discussion guide' as well as improved PowerPoint slides for lecturers and exercises for students
Market Research in Practice
A Comprehensive Guide to Customer Insight and Market Understanding
Develop your market research skills with this bestselling guide that explains how to utilize market research tools and methods effectively to obtain reliable results.
Key features at a glance
EAN: 9781398623231
Edition: 5
Published:
Format: 240x170
408 pages
About the book
Master the evolving landscape of market research with this comprehensive guide that bridges traditional methodologies with cutting-edge digital approaches.
Market Research in Practice delivers an overview of the complete research process, from project conception to insight presentation, incorporating the latest developments in digital transformation and emerging research technologies.
This updated fifth edition provides a practical foundation in market research fundamentals while addressing challenges such as data privacy, survey reliability and remote collaboration. Author Paul Hague covers the rapidly evolving research landscape, exploring evolving consumer behaviour patterns and digital engagement, advanced frameworks for analyzing cross-generational attitudes and preferences and enhanced approaches to desk research and secondary data analysis.
Written by an industry expert with over 50 years of experience in market research, the book grounds theoretical concepts in real-world applications through fresh real-world examples from leading brands such as Adidas, Marks & Spencer, Grohe and General Motors. This essential guide includes practical templates, research tools and comprehensive resources for both practitioners and academics.
Whether you're a student entering the field, an experienced researcher, or a business professional seeking reliable insights, this text provides an invaluable roadmap for navigating the modern market research landscape. The fifth edition of Market Research in Practice reflects the industry's digital transformation while maintaining its commitment to fundamental principles that ensure research excellence. It remains the definitive guide for anyone looking to conduct effective, actionable market research in today's dynamic business environment.
About the authors
Paul Hague, based in Manchester, UK, is co- founder of B2B International. With over 50 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 B2B Customer Experience and The Business Model Handbook, also published by Kogan Page.
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