WHY IS THE BOOK NEEDED?
There are several books available on market research, though all of them share two main traits. Firstly, they are heavily skewed towards academic research and lack applied aspects.
Most research books are written from the academic perspective with a strong focus on the theoretical aspects. Some of the books can easily perplex readers with overwhelming and irrelevant content. Readers can learn about the subject matter but can grasp very little when it comes to handling market research projects.
KEY SUBJECT MATTER
This book tries to fill some critical gaps. One important aim is to fulfil the needs of those who want to learn about business research. Those students who are new to business research usually struggle to understand how to handle a commercial research project. One reason is that research books are written from a 'what' perspective instead of 'how'. Consequently, students are stranded at the initial stage of their research project.
Market sizing and forecasting are two areas which are absent in the existing market research books. One reason could be that they are written mostly by academics. Most of the books are in their double-digit edition with minimal exposure to the recent changes in market research.
This book contains a wealth of case studies and practical examples to guide the readers through a step by step procedure.
KEY TOPICS
Academic research
Corporate/commercial market research
Data analysis
Data collection
Excel for market researchers
Google for market researchers
Forecasting
Regression
Market size
Price discovery
Report writing in market research
Research proposal
Trends in market research
NEW DEVELOPMENTS IN RESEARCH AND ANALYSIS
The fundamentals of market research have stayed the same for decades, though the tools and medium of market research have indeed seen drastic changes. One leading example is information aggregators such as Google, which have changed the way researchers conduct their research. Alternative data, information aggregators, real-time data and big data are some other developments influencing the very nature of the way we conduct market research.
THE BOOK WILL TRY TO ACHIEVE SEVERAL OBJECTIVES, WHICH ARE:
A unique approach to simplifying the market research
To help develop market research skills
Emphasis on the applied market research
Try to enable researchers to conduct market sizing and forecasting, which are the backbone of the corporate market research
The book should help prepare students to develop skills for consulting and advisory roles.
Explain advanced features on how to do online research.
Provides practical and actionable content from writing a winning research proposal to the final report submission.
POTENTIAL READERS
The book is ideal for degree-level students who want to conduct academic research.
This is an ideal book for students pursuing a social sciences degree or professional courses like MBA.
This book may also be ideal for faculty members who are teaching a course on business research
Helpful in consulting/market research projects.
An ideal and unique book for commercial/corporate market research.
The book is an excellent source of information for analysts.
It is recommended for both fresh and experienced researchers.
