Market research in practice : an introduction to gaining greater market insight
By: Hague, Paul N
Title By: Harrison, Matthew | Cupman, Julia | Truman, Oliver
Material type:
BookSeries: Publisher: London : Kogan Page, c2016.Edition: 3rd ed.Description: xviii, 382 p. : ill. ; 24 cm.ISBN: 9780749475857Subject(s): Marketing research | Marketing research -- Methodology | Social sciences -- Research -- Methodology | BUSINESS & ECONOMICS / Marketing / Research | BUSINESS & ECONOMICS / Industrial Management | BUSINESS & ECONOMICS / Management | BUSINESS & ECONOMICS / Management Science | BUSINESS & ECONOMICS / Organizational Behavior| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai PHD Shelf | 658.83 HA MA (Browse shelf) | Available | T0054423 |
Learn the fundamentals of market research with this essential resource for students, new researchers and marketers.
Chapter - 01: Introduction;Chapter - 02: Market research design;Section - ONE: USES OF MARKET RESEARCH;Chapter - 03: Uses of market research;Chapter - 04: Using market research to segment markets;Chapter - 05: Using market research to improve brand position;Chapter - 06: Using market research to improve customer satisfaction and loyalty;Chapter - 07: Using market research to achieve optimum pricing;Chapter - 08: Using market research to enter a new market;Chapter - 09: Using market research to test advertising effectiveness;Chapter - 10: Using market research to launch new product;Section - TWO: QUALITATIVE RESEARCH;Chapter - 11: Qualitative Research;Chapter - 12: Desk Research;Chapter - 13: Focus Groups;Chapter - 14: Depth Interviews;Chapter - 15: Observation & ethnography;Section - THREE: QUANTITATIVE RESEARCH;Chapter - 16: Quantitative research;Chapter - 17: Sampling;Chapter - 18: Questionnaire design;Chapter - 19: Face-to-face interviewing;Chapter - 20: Telephone interviewing;Chapter - 21: Self-completion questionnaires;Chapter - 22: E-surveys;Chapter - 23: Data & statistical analysis;Section - FOUR: REPORTING;Chapter - 24: Reporting;Chapter - 25: International Market Research;Chapter - 26: Trends in the Market Research Industry;Chapter - 27: Ethics in market research