A Handbook of Market Research Techniques

• 01 december 1990
• 9780749402006

Samenvatting:

The increasing globalization of industry and commerce and the ensuing competitiveness means that companies, both large and small, must take a more sophisticated approach to appraising their existing markets and developing new ones; market research is the first vital step in that process. Discovering, evaluating and accurately predicting market trends and behaviour is essential to all organizations which intend not only to survive, but to stay ahead. The market research process plays a crucial role in bringing this about. This handbook may prove useful to managers who want to understand the techniques of market research so that they can choose, use and apply those most appropriate and effective for their business. The book brings together over 30 techniques - each contributed by the leading expert in that field - which cover the preparation, data collection, analysis and presentation areas. Techniques examined include: planning, questionnaire design, sampling and statistics, quantitative research, postal surveys, face-to-face interviews, retail audits, qualitative research, group discussions, hall tests, clinics, poster research, peoplemeters, analyzing data, modelling, forecasting, presentation and report writing.