Authors: Paul Hague, Nick Hague and Carol-Ann Morgan
Publisher: Kogan Page
Reviewer: Charlie King, Kelso Consulting
Marketers take note – when learning about market research this is the book for you.
From the outset Paul Hague, Nick Hague and Carol-Ann Morgan make it clear: no one ever sets out to be a market researcher, yet it is the best job in the world.
You can see this notion throughout the entire book. Their passion and dedication to market research is unmistakable. They go into detail about the general subject, the different methodologies that can be applied, and most importantly how market research can benefit a business.
For any marketer it is important to truly understand your audience and this type of research can be a real benefit. Hague, Hague and Morgan provide the perfect book to aid this quest for knowledge. Every possible method of market research is covered: focus groups, questionnaire design, desk research, face-to-face and telephone interviews, online surveys and data analysis. Of course using social media for market research is still in its infancy and this is briefly addressed within the book.
While this book is incredibly detailed, in some places there is too much information. The content in various areas is very dry and technical making it hard to sit, read and absorb. If you are new to marketing there is terminology which does require additional research. However, for the experienced marketer this will be a great way to refresh those key skills.
Nonetheless, each chapter is structured with a logical flow explaining why a certain approach is recommended and how to go about this to maximise efficiency. Any B2B marketer who is looking to increase awareness of their own market, or even those using market research to investigate new areas, will benefit from this book.
Star rating: 4/5
