Market Research in Practice: How to Get Greater Insight From Your Market

Market Research in Practice: How to Get Greater Insight From Your Market

Paul N. Hague, Nicholas Hague, Carol-Ann Morgan

Language: English

Pages: 272


Format: PDF / Kindle (mobi) / ePub

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 - it explains how to use tools and methods effectively and obtain the most reliable results.

This fully updated second edition of Market Research in Practice features new chapters on the uses of market research (new product development research, market assessment, customer journey research, branding research, channel research, and pricing research), international aspects and new research trends (including coverage of social media research and mobile surveys). It 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 for reporting on and determining statistical accuracy, and supported throughout by examples from real market research projects, this is an invaluable guide for students, researchers, marketers and users of market research.












computer-aided telephone interviewing (CATI) (i), (ii), (iii), (iv), (v), (vi) conjoint analysis (and) (i), (ii), (iii), (iv) Maximum Difference Scaling (MaxDiff) (i) Sawtooth website (i) see also websites cookie analysis (i) Craig, S P (i) customer satisfaction (i), (ii), (iii), (iv) measurement (i), (ii) see also uses of market research surveys (i), (ii), (iii), (iv), (v), (vi), (vii), (viii) data analysis (and/of) (i), (ii) closed questions (i), (ii), (iii), (iv), (v), (vi), (vii),

to generate meaningful debate around the research topic, with or without the input of other stimulus material. Under the guidance of a skilled moderator, ideas are flushed out and developed in a way that is not possible in one-to-one interviews. It is the group interaction that makes focus groups special. The findings from focus groups, whether conducted online or face to face, enable us to obtain a deep understanding of behaviour, motivations and attitudes. Although they are based on smaller

days. The convention is that these attempts should be made up to three times before abandoning the interview with that particular respondent. Once contact is established, the interview is won (or lost) depending on a number of factors: Acceptability: respondents need to understand the reason why research is being carried out. The more they can justify it to themselves, the more likely they are to see the validity of the survey and their role in contributing to it. Surveys are more likely to be

possible. As in product testing, packs are tested for specific attributes – colour, legibility, perceived appropriateness to the product and so on. The specific questions asked about the pack are structured and usually closed. If required, any qualitative probing of the pack concept will have been carried out in group discussions prior to the hall test. Hall tests also have a role in advertising research. Again, the aim is to obtain quantitative responses to specific aspects of an advertisement

individual brands can then be displayed (see Figure 15.7). FIGURE 15.7  Mekko chart showing market segments and market shares Graphs are used to present trends in numbers over a given period. They perform the same function as bar charts, though they are often used where the prediction of a trend is required, for example sales trends, population trends, economic trends. From line graphs, predictions can be made based on the trend (see Figure 15.8). FIGURE 15.8  Line graph showing trends in card

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