Market Research in Practice: An Introduction to Gaining Greater Market Insight

As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop brands, and optimize prices is even more important.  Introducing market research tools, approaches, and issues, this book provides a clear, step-by-step guide from the beginning steps of planning and executing a project through to analyzing and presenting the results.

This fully updated third edition has been revised to reflect the most recent trends in the industry.  Ten new chapters cover issues including: ethics in market research, qualitative research, quantitative research, as well as key concepts such as international research, how to design a questionnaire, how to choose a sample, and how to carry out interviews.  There are also tips, advice, and new international case studies from the authors’ own experiences, which ground the concepts in business reality.

Table of Contents

Part One Planning a market research study
Chapter 01 Introduction
Chapter 02 Market research design
Chapter 03 Uses of market research

Part Two Qualitative research
Chapter 04 Qualitative research
Chapter 05 Desk research
Chapter 06 Focus groups
Chapter 07 Depth interviewing
Chapter 08 Observation and ethnography

Part 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

Part 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

Part Five The market research industry
Chapter 25 International market research
Chapter 26 Research trends
Chapter 27 Ethics in market research