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"Accessible and attractively presented with a good structure built on years of first-hand experience. Provides insights with clear tips for success throughout." (John Pal, Senior Lecturer in Retailing, Manchester Business School)
"A really practical, down-to-earth book with clearly laid out examples and illustrations. The use of real-life scenarios helps to de-mystify the world of research through logical steps." (Carol Sheppard, Customer Experience Research Manager, Molson Coors)
"Easy to read, easy to understand ... a book to have, not only for students, but definitely also for business people." (Jeroen Beukeboom, MBA, Senior Business Development Analyst, AkzoNobel Industrial Coatings)
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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Descripción Kogan Page, 2013. Paperback. Condición: New. Never used!. Nº de ref. del artículo: P110749468645
Descripción Kogan Page, 2013. Paperback. Condición: New. Brand New!. Nº de ref. del artículo: VIB0749468645