Market Research Field Guide

Approaching market research as a story with a beginning, middle, and end, this book is your personal research advisor as you build knowledge of the market research industry and maximize your position in the workplace.Market research is the unsung hero of the business world—as instrumental as finance, accounting, or sales, it informs strategy on such a fundamental level that organizations can’t function effectively without it, and its impact is only growing in the era of Big Data and AI. The problem is that market research is still fundamentally misunderstood, and without clear objectives and knowledge of how the process works, the results could be a waste of time and money, and inevitably mistakes will happen. Going beyond other outdated, inadequate, or overly dense market research books, this guide carries market research professionals through easy-to-apply techniques to determine research questions, choose methods, execute, and analyze data effectively. It brings market research to life with real-world case studies of problems faced in contemporary business and public sector professions, providing a better understanding of both qualitative and quantitative methodologies, and showing that there is not a one-size-fits-all approach to market research.This easily understandable guide to choosing when, why, and how to conduct research will become the go-to resource for market research professionals from entry-level to advanced, research project managers, and business students.