Market Research in Practice An Introduction to Gaining Greater Market Insight

"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")
"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® Planning Founder")
"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")