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If you are reading this book you will have an interest in market research. Possibly you have a market research project to complete and need help with how to go about it. You may be studying for a business degree and market research is part of your course. You may be taking the Market Research Society/City & Guilds Certificate in Market & Social Research. Whatever the case, I hope that the knowl- e… [more]


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Deskripsi

If you are reading this book you will have an interest in market research. Possibly you have a market research project to complete and need help with how to go about it. You may be studying for a business degree and market research is part of your course. You may be taking the Market Research Society/City & Guilds Certificate in Market & Social Research. Whatever the case, I hope that the knowl- edge that I share with you in this book will help you succeed. This is an introductory text covering the whole subject of market research. Anyone with a serious interest is urged to broaden their knowledge by reading widely and the references at the end of the book point to where you can obtain more detail. There are three main sections to the book: • An introduction to market research – covering the basics of market research, setting research objectives, research design and an introduction to research methodologies. • The tools of the market researcher – covering qualitative and quantitative tools, sampling, interviewing methods and questionnaire design. • Completing the market research process – covering data analysis and interpretation, reporting and communicating the findings and a background to the market research industry.

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