Market Research in Practice: A Comprehensive Guide to Customer Insight and Market Understanding

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Paul Hague

Market Research in Practice

A Comprehensive Guide to Customer Insight and Market Understanding

Paul Hague

$82.95

Paperback

Forthcoming
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English

Kogan Page Ltd
24 December 2025

Sales & marketing management; Sales & marketing

Master the evolving landscape of market research with this comprehensive guide that bridges traditional methodologies with cutting-edge digital approaches.

Market Research in Practice delivers an overview of the complete research process, from project conception to insight presentation, incorporating the latest developments in digital transformation and emerging research technologies.

This updated fifth edition provides a practical foundation in market research fundamentals while addressing challenges such as data privacy, survey reliability and remote collaboration. Paul Hague covers the rapidly evolving research landscape, exploring evolving consumer behaviour patterns and digital engagement, advanced frameworks for analyzing cross-generational attitudes and preferences and enhanced approaches to desk research and secondary data analysis.

Written by an industry expert with over 50 years of experience in market research, the book grounds theoretical concepts in real-world applications through fresh real-world examples from leading brands such as Adidas, Marks & Spencer, Grohe, and General Motors. This essential guide includes practical templates, research tools, and comprehensive resources for both practitioners and academics.

Whether you're a student entering the field, an experienced researcher, or a business professional seeking reliable insights, this text provides an invaluable roadmap for navigating the modern market research landscape. The fifth edition of Market Research in Practice reflects the industry's digital transformation while maintaining its commitment to fundamental principles that ensure research excellence. It remains the definitive guide for anyone looking to conduct effective, actionable market research in today's dynamic business environment.

By: Paul Hague
Imprint: Kogan Page Ltd
Country of Publication: United Kingdom
Edition: 5th Revised edition
Dimensions: Height: 240mm, Width: 170mm, Spine: 15mm
Weight: 666g
ISBN: 9781398623231
ISBN 10: 1398623237
Pages: 424
Publication Date: 24 December 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Forthcoming

Section - SECTION ONE: Planning a market research study; Chapter - 01: Introduction; Chapter - 02: Market research design; Chapter - 03: Uses of market research; Section - 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 - 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 - 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 - SECTION FIVE: The market research industry; Chapter - 25: International market research; Chapter - 26: Research trends; Chapter - 27: Ethics 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.

Reviews for Market Research in Practice: A Comprehensive Guide to Customer Insight and Market Understanding

""A concise, engaging and extremely accessible introduction to market research, tools, techniques and issues. This book stands out because of it succinctness, clarity, and brevity. This is a great go-to guide for anyone seeking an introduction to market research.""-- ""PR Smith, author and SOSTAC(R) Planning Founder"" ""Tactics don't work without a solid strategic foundation. And you only get strategy right working from a good base of market research. This book is that base. Clear. Practical. And everything you need to know to do market research properly.""-- ""Mark Ritson, Virtual Marketing Professor"" ""This book presents the rare combination of being comprehensive, authoritative, and eminently readable. It should become the go-to guide for researchers and research buyers seeking to understand the full research process and its many purposes.""-- ""C. Frederic John, Principal, Consilience & Consulting LLC, Bronxville New York""