Practical Guide to Market Research

62092 Words Nov 11th, 2011 249 Pages
All rights reserved Copyright © Paul Hague Paul Hague is hereby identified as author of this work in accordance with Section 77 of the Copyright, Designs and Patents Act 1988 This book is published by Grosvenor House Publishing Ltd 28–30 High Street, Guildford, Surrey, GU1 3HY. www.grosvenorhousepublishing.co.uk

This book is sold subject to the conditions that it shall not, by way of trade or otherwise, be lent, resold, hired out or otherwise circulated without the author’s or publisher’s prior consent in any form of binding or cover other than that in which it is published and without a similar condition including this condition being imposed on the subsequent purchaser. A CIP record for this book is available from the British Library
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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. The book is designed around the curriculum for the Market Research Society/City& Guilds Level 2 Certificate in Market & Social Research and, as a complement to this book, readers will find it very helpful to sign up for the on-line course on http://www.mrs.org.uk/training/online.htm. 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.





In writing the book I pay tribute to my former partner in business, Peter Jackson, who shared the authorship of many of the previous books I have written. Peter is now, deservedly, walking the hills of Devon. Many times when writing I have referred back to his notes and always found them instructive and helpful. So too I have drawn on much of the good material written in books and white papers by Nick Hague, Matt Harrison and Carol-Ann Morgan, my colleagues at B2B International. Paul
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