"We are reminded of the scope of issues that market research helps us with and how exciting market research can be. Grounded in the realities of the product lifecycle along with the core strategic decisions (about products and markets) and management decisions (about the marketing mix) that are made in marketing, this is a very useful explanation and guide to using and undertaking market research. Whether you are interested in understanding markets, customers, the offer or positioning, this book offers accessible explanations of methods and applications. With top tips and helpful summaries, this is an excellent handbook for all those seeking to implement data collection and use market research information. It will help those commissioning or undertaking market research to plan to get the best form each project. This book will be useful to those interested in information-based decisions - practitioners and students of management in both the public and private sectors. The book covers both secondary and primary data it encompasses our move to interest in big data as well as making the most of small-sample qualitative studies. In this context, it puts sampling into context and gives insight into the appreciation of validity.

The section on analysis suggests practical approaches to presenting results based on descriptive outcomes and multivariate analysis to understand market segmentation. The book clearly draws on a wealth of experience; it is credible and understandable, and I would recommend it to anyone undertaking marketing information gathering.".