Market Research in Practice: How to Get Greater Insight From Your Market

Market Research in Practice: How to Get Greater Insight From Your Market

Paul N. Hague, Nicholas Hague, Carol-Ann Morgan

Language: English

Pages: 272


Format: PDF / Kindle (mobi) / ePub

Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysis and presenting the findings - it explains how to use tools and methods effectively and obtain the most reliable results.

This fully updated second edition of Market Research in Practice features new chapters on the uses of market research (new product development research, market assessment, customer journey research, branding research, channel research, and pricing research), international aspects and new research trends (including coverage of social media research and mobile surveys). It also includes the latest information on carrying out market research design, desk research, sampling and statistics, questionnaire design, data analysis and reporting. Accompanied by a range of online tools and templates for reporting on and determining statistical accuracy, and supported throughout by examples from real market research projects, this is an invaluable guide for students, researchers, marketers and users of market research.

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websites value of (i) desk research data (on) (i) distribution and retailing (i) market structure and size (i) the marketing environment (i) products (i) suppliers and brands (i) directories (i), (ii) Hoovers (i), (ii), (iii) Kompas (i) and lists (i) Quirk’s (i) Yellow Pages (i) Douglas, C S (i) Economic Cooperation and Development, Organization for (OECD) (i) Statistics Department (i) see also websites ESOMAR (European Society for Opinion and Marketing Research) (i), (ii) see

people, so to that extent it is a conversation. Ordinary discourse need not take you anywhere, whereas an interview needs to elicit information. The asking of questions through interviewing is central in our lives, and it is therefore no surprise that it is one of the most common methods of enquiry in market research. In this book, we divide research methods into the two traditional paradigms: qualitative and quantitative. Where the research sets out to measure and quantify, the interview will

other respondents that occurs in focus groups. How many depth interviews are needed? The number of interviews that are to be carried out is determined at the research design stage. In qualitative research we are more concerned with the quality and depth than the proportions of people that gave one response or another. As few as 10 depth interviews can be enough and 30 would almost certainly draw out all the factors pertaining to the research topic. Carrying out and analysing 30 depth interviews

characterize them on their demographics, job title, gender, age, lifestyle preferences and habits. This then allows careful targeting of future questionnaires to those who are likely to have an interest and experience in a subject. The privacy of panel members is protected by the owners of the panels and respondents receive rewards for each survey in which they take part (usually in the form of points that can be converted to travel or shopping rewards). These online panels are among the most

mean, median and modal values) or measures of dispersion (showing variability in the range results, using measures such as standard deviation). Such measures are often useful when grossing up from the sample to the total population (for example, having calculated the average consumption of a product among the sample, that of the whole population might be estimated by multiplying this average by the known total population). A note on data validation Checking on data quality is vital at all

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