市場調査の実践（第２版） Market Research in Practice : How to Get Greater Insight from Your Market (Market Research in Practice) （2ND）

Hague, Paul/ Hague, Nick/ Morgan, Carol-Ann

Kogan Page Ltd（2013/10発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 257 p.
• 言語 ENG
• 商品コード 9780749468644
• DDC分類 658.83

Full Description

Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analysis and presenting the findings, the book explains how to use tools and methods effectively and obtain the most reliable results. With new chapters on using market research, international aspects and new research trends (including coverage of social media research and mobile surveys) this fully updated second edition also includes the latest information on carrying out market research design, desk research, sampling and statistics, questionnaire design, data analysis and reporting. Accompanied by a range of online tools and templates and supported throughout by examples from real market research projects, this is an invaluable guide for students, researchers, marketers and users of market research.

Contents

Chapter - 1- 3: Market research design; Chapter - 4: Desk research; Chapter - 5: Focus groups; Chapter - 6: Depth interviewing; Chapter - 7: Observation and ethnography; Chapter - 8: Sampling and statistics; Chapter - 9: Questionnaire design; Chapter - 10: Self-completion questionnaires; Chapter - 11: Face-to-face interviewing; Chapter - 12: Telephone interviewing; Chapter - 13: Online surveys; Chapter - 14: Data analysis; Chapter - 15: Reporting; Chapter - 16: International market research; Chapter - 17: Research trends;