Explains how to use market research tools and methods to obtain the most reliable results, taking examples from companies including Adidas, Marks & Spencer, Grohe and General Motors Helps readers negotiate the intricate bends of conducting effective market research Shows anyone who commissions market research how to manage a project Demonstrates the value of market intelligence in business strategy
Paul Hague is MD of B2B International. With 35 years of experience running market research agencies, his clients include some of the largest corporations in Europe and the United States. He has written, co-authored and contributed to numerous publications on market research, its tools and techniques. Matthew Harrison holds a degree in international management with French from the University of Bath. He is CEO of B2B International and previously set up and ran the company's offices in Beijing and New York. He has 16 years of experience in business-to-business market research and intelligence. Julia Cupman is a global director of B2B International, where she has led market research projects for over 70 large companies across a variety of industry sectors. In 2011, Julia pioneered the Net Value Score - a tool used for assessing the perceived value of brands - which has since been incorporated into several hundred research studies to guide companies on their brand positioning and brand equity. Oliver Truman is a director of B2B International and has a responsibility for technical development. He is a graduate in linguistics from Manchester University and began life as a market research interviewer at B2B international eight years ago. He has moved through the ranks with various assignments as a research executive, website development, through to his board appointment. Oliver is a prolific contributor to the B2B website and blog. Oliver's clients include Samsung, E.ON, Kaspersky, Vocollect, Shell, Microsoft, Zurich Insurance.
"If you are new to market research then this should be your bible.
If you hate guessing what your customers are thinking, then this
should be your road map. And if you are a marketer young or old,
then this masterful reference piece will serve as a timely reminder
that the most effective marketing is still about thinking and
planning."
*John Dodds, Global Director Brand and Marketing Communications
Excellence Air Products*
"This book will be useful to those interested in information-based
decisions, practitioners and students of management, in both the
public and private sectors. The book covers both secondary and
primary data, and it encompasses our move to interest in big data,
as well as making the most of small-sample qualitative studies. In
this context, it puts sampling into context and gives insight into
the appreciation of validity. The section on analysis suggests
practical approaches to presenting results based on descriptive
outcomes and multivariate analysis to understand market
segmentation. The book clearly draws on a wealth of experience, it
is credible, understandable, and I would recommend it to anyone
undertaking marketing information gathering."
*Professor Gillian H Wright, Director of Doctoral Programmes,
Manchester Metropolitan University*
"The world of market research is constantly evolving with new
methods and technologies. It's important to have a resource that
you trust to remind you of the foundations of research-done-well. A
valuable tool for insights professionals of all types, this is the
book that I use with my team, whether we're searching for new
inspiration or just want to go back to basics."
*Rebecca Cunningham, Senior Market Research Manager, Stanley Black
& Decker, Inc*
"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*
"A practical guide to the basics of marketing research. Filled with
real-world applications and important details, the book presents a
step-by-step approach to conducting primary research, from planning
a project through execution, analysis, and presentation of
findings. The guide not only outlines the fundamental steps, but
reviews the complete ten-week market research cycle. ...Liberal use
of examples and a variety of graphics peppered throughout enhance
readability. Undergraduate business students or MBA students with
little prior exposure to the area will find this book very
helpful"
*S.D. Clark, St. John's University, Choice*
"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*
"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*
"Any B2B marketer who is looking to increase awareness of their own
market, or even those using market research to investigate new
areas, will benefit from this book."
*Charlie King, Kelso Consulting, B2B Marketing*
"Easy to read, easy to understand ... a book to have, not only for
students, but definitely also for business people."
*Jeroen Beukeboom, MBA, Senior Business Development Analyst,
AkzoNobel Industrial Coatings*
"A really practical, down-to-earth book with clearly laid out
examples and illustrations. The use of real-life scenarios helps to
demystify the world of research through logical steps."
*Carol Sheppard, Customer Experience Research Manager, Molson
Coors*
"Accessible and attractively presented with a good structure built
on years of first-hand experience. Provides insights with clear
tips for success throughout."
*John Pal, Senior Lecturer in Retailing, Manchester Business
School*
"An ideal textbook for college and university Business Management
and Market Research curriculums, Market Research in Practice: An
Introduction to Gaining Greater Market Insight will prove to be of
immense and practical value to both aspiring and practicing
corporate marketing directors and researchers. An absolutely
essential addition to academic and corporate Business & Marketing
instructional reference collections."
*Reviewer's Bookwatch, Buhle's Bookshelf, Midwest Book Review*
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