Paul Hague, based in Manchester, UK, is co- founder of B2B International. With over 50 years of experience running market research agencies, his clients include Samsung, Microsoft, Henkel and Michelin. He has over 35 years of practical experience in running a successful market research agency and is the author of B2B Customer Experience and The Business Model Handbook, also published by Kogan Page.

• 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 - 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: Using market research to understand human behaviour;Chapter - 25: Using market research to test social and political opinions;Chapter - 26: Reporting;Section - FIVE: The market research industry;Chapter - 27: International market research;Chapter - 28: Research trends;Chapter - 29: The General Data Protection Regulation;Chapter - 30: Quality in market research;Chapter - 31: Ethics in market research

"A concise, engaging and extremely accessible introduction to market research, tools, techniques and issues. This updated book stands out (includes AI in desk research and online panels and more) because of its succinctness, clarity and brevity. This is a great go-to guide for anyone involved in market research."

Paul Hague, based in Manchester, UK, is co- founder of B2B International. With over 50 years of experience running market research agencies, his clients include Samsung, Microsoft, Henkel and Michelin. He has over 35 years of practical experience in running a successful market research agency and is the author of B2B Customer Experience and The Business Model Handbook, also published by Kogan Page.

• 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 - 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: Using market research to understand human behaviour;Chapter - 25: Using market research to test social and political opinions;Chapter - 26: Reporting;Section - FIVE: The market research industry;Chapter - 27: International market research;Chapter - 28: Research trends;Chapter - 29: The General Data Protection Regulation;Chapter - 30: Quality in market research;Chapter - 31: Ethics in market research

"A concise, engaging and extremely accessible introduction to market research, tools, techniques and issues. This updated book stands out (includes AI in desk research and online panels and more) because of its succinctness, clarity and brevity. This is a great go-to guide for anyone involved in market research."

Paul Hague, based in Manchester, UK, is co- founder of B2B International. With over 50 years of experience running market research agencies, his clients include Samsung, Microsoft, Henkel and Michelin. He has over 35 years of practical experience in running a successful market research agency and is the author of B2B Customer Experience and The Business Model Handbook, also published by Kogan Page.

• 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 - 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: Using market research to understand human behaviour;Chapter - 25: Using market research to test social and political opinions;Chapter - 26: Reporting;Section - FIVE: The market research industry;Chapter - 27: International market research;Chapter - 28: Research trends;Chapter - 29: The General Data Protection Regulation;Chapter - 30: Quality in market research;Chapter - 31: Ethics in market research

"A concise, engaging and extremely accessible introduction to market research, tools, techniques and issues. This updated book stands out (includes AI in desk research and online panels and more) because of its succinctness, clarity and brevity. This is a great go-to guide for anyone involved in market research."