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

About the Author

Paul Hague is based in Manchester, UK and is the founder of B2B International Ltd. Their clients include some of the largest corporations in Europe and the United States. Paul Hague is the author of a dozen books on market research as well as books on customer experience and business models that share over 35 years of practical experience in running a successful market research agency. These include Kogan Page titles such B2B Customer Experience (2018) and The Business Models Handbook (2019).

Reviews

"Tactics don't work without a solid strategic foundation. And you only get strategy right working from a good base of market research. This book is that base. Clear. Practical. And everything you need to know to do market research properly."
*Mark Ritson, Virtual Marketing Professor*

"A concise, engaging and extremely accessible introduction to market research, tools, techniques and issues. This book stands out because of it succinctness, clarity, and brevity. This is a great go-to guide for anyone seeking an introduction to market research."
*PR Smith, author and SOSTAC® Planning Founder*

"This book presents the rare combination of being comprehensive, authoritative, and eminently readable. It should become the go-to guide for researchers and research buyers seeking to understand the full research process and its many purposes."
*C. Frederic John, Principal, Consilience & Consulting LLC, Bronxville New York*