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Market Research in Practice


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Table of Contents

  • Section - ONE: Planning a market research study;
    • Chapter - 01: Introduction;
    • Chapter - 02: Market research design;
    • Chapter - 03: Uses of market research;
  • Section - TWO: Qualitative research;
    • Chapter - 04: Qualitative research;
    • Chapter - 05: Desk research;
    • Chapter - 06: Focus groups;
    • Chapter - 07: Depth interviewing;
    • Chapter - 08: Observation and ethnography;
  • Section - 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;
  • Section - 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;
  • Section - FIVE: The market research industry;
    • Chapter - 25: International market research;
    • Chapter - 26: Research trends;
    • Chapter - 27: Ethics in market research

Promotional Information

Explains how to use market research tools and methods to obtain the most reliable results, taking examples from companies including Adidas, Marks & Spencer, Grohe and General Motors Helps readers negotiate the intricate bends of conducting effective market research Shows anyone who commissions market research how to manage a project Demonstrates the value of market intelligence in business strategy

About the Author

Paul Hague is MD of B2B International. With 35 years of experience running market research agencies, his clients include some of the largest corporations in Europe and the United States. He has written, co-authored and contributed to numerous publications on market research, its tools and techniques. Matthew Harrison holds a degree in international management with French from the University of Bath. He is CEO of B2B International and previously set up and ran the company's offices in Beijing and New York. He has 16 years of experience in business-to-business market research and intelligence. Julia Cupman is a global director of B2B International, where she has led market research projects for over 70 large companies across a variety of industry sectors. In 2011, Julia pioneered the Net Value Score - a tool used for assessing the perceived value of brands - which has since been incorporated into several hundred research studies to guide companies on their brand positioning and brand equity. Oliver Truman is a director of B2B International and has a responsibility for technical development. He is a graduate in linguistics from Manchester University and began life as a market research interviewer at B2B international eight years ago. He has moved through the ranks with various assignments as a research executive, website development, through to his board appointment. Oliver is a prolific contributor to the B2B website and blog. Oliver's clients include Samsung, E.ON, Kaspersky, Vocollect, Shell, Microsoft, Zurich Insurance.


"If you are new to market research then this should be your bible. If you hate guessing what your customers are thinking, then this should be your road map. And if you are a marketer young or old, then this masterful reference piece will serve as a timely reminder that the most effective marketing is still about thinking and planning." * John Dodds, Global Director Brand and Marketing Communications Excellence Air Products *
"This book will be useful to those interested in information-based decisions, practitioners and students of management, in both the public and private sectors. The book covers both secondary and primary data, and it encompasses our move to interest in big data, as well as making the most of small-sample qualitative studies. In this context, it puts sampling into context and gives insight into the appreciation of validity. The section on analysis suggests practical approaches to presenting results based on descriptive outcomes and multivariate analysis to understand market segmentation. The book clearly draws on a wealth of experience, it is credible, understandable, and I would recommend it to anyone undertaking marketing information gathering." * Professor Gillian H Wright, Director of Doctoral Programmes, Manchester Metropolitan University *
"The world of market research is constantly evolving with new methods and technologies. It's important to have a resource that you trust to remind you of the foundations of research-done-well. A valuable tool for insights professionals of all types, this is the book that I use with my team, whether we're searching for new inspiration or just want to go back to basics." * Rebecca Cunningham, Senior Market Research Manager, Stanley Black & Decker, Inc *
"A nice job of explaining the whole process of research, from the initial inkling of the need to do research through reporting the results." * Quirk's Marketing Research Review *
"A practical guide to the basics of marketing research. Filled with real-world applications and important details, the book presents a step-by-step approach to conducting primary research, from planning a project through execution, analysis, and presentation of findings. The guide not only outlines the fundamental steps, but reviews the complete ten-week market research cycle. ...Liberal use of examples and a variety of graphics peppered throughout enhance readability. Undergraduate business students or MBA students with little prior exposure to the area will find this book very helpful" * S.D. Clark, St. John's University, Choice *
"A practical introduction to market research for students and for people who want to carry out or manage their own surveys." * Journal of Economic Literature *
"A great book for those who will come into contact with research at any level and are interested in the methods used or are looking for new ideas to broaden their own forms of research." * Professional Marketing *
"Any B2B marketer who is looking to increase awareness of their own market, or even those using market research to investigate new areas, will benefit from this book." * Charlie King, Kelso Consulting, B2B Marketing *
"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 *
"A really practical, down-to-earth book with clearly laid out examples and illustrations. The use of real-life scenarios helps to demystify the world of research through logical steps." * Carol Sheppard, Customer Experience Research Manager, Molson Coors *
"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 *
"An ideal textbook for college and university Business Management and Market Research curriculums, Market Research in Practice: An Introduction to Gaining Greater Market Insight will prove to be of immense and practical value to both aspiring and practicing corporate marketing directors and researchers. An absolutely essential addition to academic and corporate Business & Marketing instructional reference collections." * Reviewer's Bookwatch, Buhle's Bookshelf, Midwest Book Review *

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