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

$140.95

Hardback

Forthcoming
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English

Kogan Page Ltd
03 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: 234mm, Width: 156mm,
ISBN: 9781398623255
ISBN 10: 1398623253
Pages: 432
Publication Date: 03 December 2025
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Forthcoming

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 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."" * PR Smith, author, TEDx Speaker and SOSTAC® Planning Founder *