Market Research in Practice: An Introduction to Gaining Greater Market Insight

Easy to understand and actionable text for the typical marketer.

Easy to read, but covers every topic in great detail. Highly recommend if you need a refresher or want to learn about the industry for the first time.

Good book needed ot for school

The authors present a revised version of this hefty tome that sets out to show practical, actionable uses of market research activities that can be implemented in any company. It crosses over with ease from being a book full of mere theory, although that said, it also provides a very good summary of theory as well! It is a book that can be a great aid to a student, which can keep them company within their working life. Even the more experienced pro need not feel ashamed consulting this either.The book covers the fundamentals of what is market research and why is it important, before looking at how it can be implemented and the specific methods and forms that are at the disposal of a practitioner today. A lot is covered in a relatively few pages, yet it does not feel as if one is being short-changed. Clearly there can be whole books focusing on a specific subject that the authors give a few pages to, yet it is enough to whet your appetite, give you the core information and, of course, act as a jumping-off point to further reading and research if required.Mixed in with the advice is a lot of real-world examples of market research, based in part on the authors’ own experiences and activities. This can, especially for the less-experienced, be literary gold to help put elements in context and make them somehow more real. It proved to be a veritable information-fest and a great resource for beginner and more-experienced practitioner alike.A short but sweet review for a very engaging, useful book.

Great for professional or student!

Shallow trivial and outdated content

Basic book for my marketing mba course. Totally recommended