Market Research in Practice: An Introduction to Gaining Greater Market Insight

401 Pages·2016·2.9 MB·English

by  Paul Hague

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PRAISE FOR
Market research
in Practice
‘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 masterly 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
‘We are reminded of the scope of issues that market research helps us with and how
exciting market research can be. Grounded in the realities of the product lifecycle along
with the core strategic decisions (about products and markets) and management
decisions (about the marketing mix) that are made in marketing, this is a very useful
explanation and guide to using and undertaking market research.
‘Whether you are interested in understanding markets, customers, the offer or
positioning, this book offers accessible explanations of methods and applications. With
top tips and helpful summaries, this is an excellent handbook for all those seeking to
implement data collection and use market research information. It will help those
commissioning or undertaking market research to plan to get the best form each project.
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 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 and understandable,
and I would recommend it to anyone undertaking marketing information gathering.’
Prof Gill Wright, Chair of Strategic Marketing, Manchester
Metropolitan University
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‘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,
Consumer Products Group
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Market
Research
in Practice
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third Edition
Market
Research
in Practice
An introduction to
gaining greater
market insight
Paul Hague, Matthew Harrison,
Julia Cupman and Oliver Truman
vvii
Publisher’s note
Every possible effort has been made to ensure that the information contained in this book is accurate
at the time of going to press, and the publishers and authors cannot accept responsibility for any errors
or omissions, however caused. No responsibility for loss or damage occasioned to any person acting,
or refraining from action, as a result of the material in this publication can be accepted by the editor,
the publisher or any of the authors.
First published in Great Britain and the United States in 2004 by Kogan Page Limited
Second edition 2013
This third edition 2016
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted
under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or trans-
mitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of
reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning
reproduction outside these terms should be sent to the publishers at the undermentioned addresses:
2nd Floor, 45 Gee Street 1518 Walnut Street, Suite 1100 4737/23 Ansari Road
London EC1V 3RS Philadelphia PA 19102 Daryaganj
United Kingdom USA New Delhi 110002
www.koganpage.com India
© Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman, 2016
The right of Paul Hague, Matthew Harrison, Julia Cupman and Oliver Truman to be identified as the authors
of this work has been asserted by them in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 7585 7
E-ISBN 978 0 7494 7586 4
British Library Cataloguing-in-Publication Data
A CIP record for this book is available from the British Library.
Library of Congress Control Number
2016932638
Typeset by Graphicraft Limited, Hong Kong
Print production managed by Jellyfish
Printed and bound by CPI Group (UK) Ltd, Croydon CR0 4YY
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For everyone who is fascinated by the question ‘Why?’
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