Market Research in Practice

Paul Hague is MD of B2B International. With 35 years of experience running market research agencies, his clients include some of the largest corporations in Europe and the United States. He has written, co-authored and contributed to numerous publications on market research, its tools and techniques. Matthew Harrison holds a degree in international management with French from the University of Bath. He is CEO of B2B International and previously set up and ran the company's offices in Beijing and New York. He has 16 years of experience in business-to-business market research and intelligence. Julia Cupman is a global director of B2B International, where she has led market research projects for over 70 large companies across a variety of industry sectors. In 2011, Julia pioneered the Net Value Score - a tool used for assessing the perceived value of brands - which has since been incorporated into several hundred research studies to guide companies on their brand positioning and brand equity. Oliver Truman is a director of B2B International and has a responsibility for technical development. He is a graduate in linguistics from Manchester University and began life as a market research interviewer at B2B international eight years ago. He has moved through the ranks with various assignments as a research executive, website development, through to his board appointment. Oliver is a prolific contributor to the B2B website and blog. Oliver's clients include Samsung, E.ON, Kaspersky, Vocollect, Shell, Microsoft, Zurich Insurance.

Section - ONE: Planning a market research study;


Chapter - 01: Introduction;
Chapter - 02: Market research design;
Chapter - 03: Uses of market research;


Section - TWO: Qualitative research;


Chapter - 04: Qualitative research;
Chapter - 05: Desk research;
Chapter - 06: Focus groups;
Chapter - 07: Depth interviewing;
Chapter - 08: Observation and ethnography;


Section - THREE: Quantitative research;


Chapter - 09: Quantitative research;
Chapter - 10: Sampling and statistics;
Chapter - 11: Questionnaire design;
Chapter - 12: Face-to-face interviewing;
Chapter - 13: Telephone interviewing;
Chapter - 14: Self-completion questionnaires;
Chapter - 15: Online surveys;
Chapter - 16: Data analysis;


Section - FOUR: Using market research;


Chapter - 17: Using market research to segment markets;
Chapter - 18: Using market research to improve a brand position;
Chapter - 19: Using market research to improve customer satisfaction and loyalty;
Chapter - 20: Using market research to achieve optimum pricing;
Chapter - 21: Using market research to enter a new market;
Chapter - 22: Using market research to test advertising effectiveness;
Chapter - 23: Using market research to launch a new product;
Chapter - 24: Reporting;


Section - FIVE: The market research industry;


Chapter - 25: International market research;
Chapter - 26: Research trends;
Chapter - 27: Ethics in market research