Market research in practice : how to get greater insight from your market
著者
書誌事項
Market research in practice : how to get greater insight from your market
（Market research in practice series）
Kogan Page, 2013
2nd ed
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注記
Includes bibliographical references (p. 234-249) and index
内容説明・目次
内容説明
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.
目次
- Chapter - 01: Introduction
- Chapter - 02: Uses of market research
- Chapter - 03: Market research design
- Chapter - 04: Desk research
- Chapter - 05: Focus groups
- Chapter - 06: Depth interviewing
- Chapter - 07: Observation and ethnography
- Chapter - 08: Sampling and statistics
- Chapter - 09: Questionnaire design
- Chapter - 10: Self-completion questionnaires
- Chapter - 11: Face-to-face interviewing
- Chapter - 12: Telephone interviewing
- Chapter - 13: Online surveys
- Chapter - 14: Data analysis
- Chapter - 15: Reporting
- Chapter - 16: International market research
- Chapter - 17: Research trends
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