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Product Description
—Graham Webb, Senior Programmes Manager, Marketing Sales and Retail, Park Lane College, Leeds, September 2004
"We are adopting them as core texts on our CIM Research courses."
Review
"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 "We are adopting them as core texts on our CIM Research courses. They offer students and those interested in research the opportunity to purchase and study market research core topics separately and in depth." Graham Webb, Senior Programmes Manager, Marketing Sales and Retail, Park Lane College, Leeds "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 "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
Inside This Book
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First Sentence
How do ideas for market research arise? Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
How do ideas for market research arise? Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
5 of 5 people found the following review helpful
Format:Paperback
I am currently studying for my honours degree at Manchester MetropolitanUniversity where Market Research is part of the course syllabus and wewere given a preferred reading list.
Market Research In Practice: A Guide to the Basics, is not as the titlesuggests ‘just the basics’. It provided me with in-depth knowledge onqualitative and quantitative methods as well as some very useful insightinto desk research, e-surveys and the more complicated subjects ofconjoint analysis and SIMALTO interviewing.
Highly recommended.
Market Research In Practice: A Guide to the Basics, is not as the titlesuggests ‘just the basics’. It provided me with in-depth knowledge onqualitative and quantitative methods as well as some very useful insightinto desk research, e-surveys and the more complicated subjects ofconjoint analysis and SIMALTO interviewing.
Highly recommended.
3 of 3 people found the following review helpful
Format:Paperback
Having worked both on client and agency side throughout my working life I have had readily contact with market research both through commissioning projects and being involved on the periphery of specific projects.
Market Research In Practice walks the reader through everything that is needed to know from how to commission market research to explaining the various tools and techniques that can be used and more importantly, what output one can expect from such methodologies.
This book is essential reading for everyone interested in market research whether they are involved in the industry or studying the subject at University.
Format:Paperback|Amazon Verified Purchase
This is basic and it is a introduction - enough to get you buy in simple conversations and to ensure you have a more than rudimentary undertsanding of the subjetc. Reasonably well written and clear it does what it says on the cover.
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