Market Research Bible. Action Outline

Author: (American) Hagg et al., translated by Lin Dai
Publisher:
Publish Date: 2005-08-01
Features: This is a practical book that explains how market researchers use various research tools and techniques. Its features include a step-by-step approach and concise language. Through the study of real-world cases, it makes the basic elements of market research easy to understand and clear. Reading "Market Research Handbook - Action Guide" does not require any background knowledge of market research. It provides guidance for readers who are studying market research or have no prior knowledge of it. The content includes: The role of market research; Research design; Secondary research; Focus groups and in-depth interviews; Sampling; Questionnaire design; Interviewing; Self-administered questionnaires and online surveys; Data analysis; Reporting results. "Market Research Handbook - Action Guide" is one of a series of practical books on market research co-published with the Market Research Society, providing valuable action guidance for students, market researchers, and non-professional researchers. The content of this book is highly international, featuring relevant examples and case studies from Europe, the United States, and other parts of the world. The book also outlines the ethical standards stipulated in the "Data Protection Act" and the "Code of Conduct" of the Market Research Society.