Market research in practice: an introduction to gaining greater market insight, 3rd ed.

• Main Author: Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman.
• Format: Book
• Language: English
• Published: Kogen Page 2020
• Subjects: Marketing.
• Online Access: http://dspace.uniten.edu.my/jspui/handle/123456789/17721

This book is an introduction to market research. It seeks to give the reader a taste of the whole process from planning a project and executing it, through to analysis and presenting the findings. It is aimed at students who need to understand the theory of the subject as well as people who want to carry out or manage their own surveys. Essentially it is a practical book, hence its title, and it is written by practitioners as this is what we do for our day job. Our aim is to educate you, of course, but also to enthuse you in this most wonderful subject, which we guarantee will absorb, frustrate and mainly satisfy you as your skills are developed. In order to enliven the subject, the book is laced with examples of studies we have carried out over the last 40 years. This brings us to our first acknowledgement. Between us we have worked on a few thousand projects, each one paid for by a client. A typical project costs an amount equal in value to a new medium-sized saloon car. Commissioning market research is like buying a pig in a poke – the quality of the job is only evident when it is complete. We are ever grateful for these commissions. They are a supreme vote of confidence. They provide a livelihood. Not least they have enabled us to learn our craft.