Market Research In A Week Teach Yourself

Market Research just got easier
You are just seven steps away from mastering market research. Imagine being able to understand the motivation and needs of your customers and consumers in each market so you can make informed and inspired business decisions. Now you can.

Market Research In A Week is a simple and straightforward guide to the market research process, giving you everything you really need to know in just seven short chapters. You'll gain a basic understanding of market research from initial problem identification through research design, comparing different methodologies, briefing an agency, questionnaire and discussion guide design, to managing the project, analysis and presentation of results. You'll also find exercises to help you put it all into action.

The fastest way to informed decision-making
Whether you choose to read it in a week or in a single sitting, Market Research In A Week is your fastest route to success:

- Sunday: Market research and project design
- Monday: The research brief and research proposal
- Tuesday: Qualitative market research
- Wednesday: Quantitative market research
- Thursday: Questionnaire and topic guide design
- Friday: Research analysis
- Saturday: Report writing and presentation skills

Learn in a week, remember for a lifetime

Market Research just got easier
Every day in business we make decisions. To reduce the risk associated with making these decisions, it's essential to understand your consumer and your market, and this is why we conduct market research. Decisions are not taken in a vacuum; there are competitive products and services in your marketplace, which means that consumers can choose whether or not to buy your product. Some decisions are high risk such as launching a new product, changing the packaging of an existing product, making a price change, changing the creative direction or strategy of the advertising or selling into new markets. How will your consumers react to the decisions you make and how will your competitors respond?

This book takes you through the market research process from initial problem identification through research design, consideration of alternative methodologies, briefing an agency, questionnaire design and approval, to managing the project, analysis and presentation of results.

Whether you use an outside research agency or your own market research or consumer insight department, spending a week to understand the process will give you unique skills which will ensure that you get the research results you need that will address the marketing questions you have.

Each of the seven chapters in Market Research In A Week covers a different aspect:
- Sunday: Market research and project design
- Monday: The research brief and research proposal
- Tuesday: Qualitative market research
- Wednesday: Quantitative market research
- Thursday: Questionnaire and topic guide design
- Friday: Research analysis
- Saturday: Report writing and presentation skills