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Market Research in Practice "A Comprehensive Guide to Customer Insight and Market Understanding"

Market Research in Practice "A Comprehensive Guide to Customer Insight and Market Understanding"

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  • ISBN:9781398623231
  • Editorial: Kogan Page
  • Fecha de la edición:
  • Número de la edición: 5
  • Encuadernación:
  • Nº Pág.:424
  • Idiomas:Inglés

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Master the evolving landscape of market research with this comprehensive guide that bridges traditional methodologies with cutting-edge digital approaches.

Market Research in Practice delivers an overview of the complete research process, from project conception to insight presentation, incorporating the latest developments in digital transformation and emerging research technologies.

This updated fifth edition provides a practical foundation in market research fundamentals while addressing challenges such as data privacy, survey reliability and remote collaboration. Author Paul Hague covers the rapidly evolving research landscape, exploring evolving consumer behaviour patterns and digital engagement, advanced frameworks for analyzing cross-generational attitudes and preferences and enhanced approaches to desk research and secondary data analysis.

Written by an industry expert with over 50 years of experience in market research, the book grounds theoretical concepts in real-world applications through fresh real-world examples from leading brands such as Adidas, Marks & Spencer, Grohe and General Motors. This essential guide includes practical templates, research tools and comprehensive resources for both practitioners and academics.

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