Market Research Essentials You Always Wanted to Know

1. What is Market Research?

1.1 A Brief History of the Field of Market Research
1.2 Importance and Value of Market Research
1.3 Fundamentals of Market Research
1.4 Market Research Methods
1.5 Data Types
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2 .Methods in Market Research

2.1 Choosing the Best Method
2.2 Qualitative Research
2.3. Quantitative Research
2.4 Mixed Methods Research
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3 Data Types in Market Research

3.1 Choosing the Right Data Type
3.2 Understanding Primary Research
3.3 Understanding Secondary Research
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4 Key Components of the Market Research Process

4.1 Defining the Market Research Process
4.2 Defining Market Research Objectives
4.3 Best Practices to Develop a Research Plan
4.4 Collecting Data
4.5 Analyzing Data
4.6 Reporting Findings
4.7 Adhering to Ethical Standards
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5 Best Practices for Analyzing and Reporting Market Research Data

5.1 Best Practices for Market Research Analysis
5.2 Mapping to Project Objectives
5.3 Using and Analyzing Mixed Methods
5.4 How Market Research Contributes to Market and Competitive Intelligence
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6 How to Apply Market Research Findings

6.1 Using Research in Strategic Planning
6.2 Marketing and Communications Research
6.3 Approaches that Inform Product Development
6.4 Understanding the Customer Experience Through Market Research
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7 Emerging Market Research Methods and Concepts

7.1 Artificial Intelligence
7.2 Social Media
7.3 Digital Solutions
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8 Potential Challenges Associated with Market Research

8.1 Bias and Data Errors
8.2 Ethical and Legal Issues
8.3 Cost and Resource Limitations
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9 What Does the Future Look Like for Market Research?

9.1 Shifts in Consumer Behavior and Preferences
9.2 Changing Consumer Data Landscape
9.3 Continued Technology and Digital Revolution
9.4 Need for an Evolving Skill Set
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10 Market Research Concepts to Remember

10.1 Primary Benefits
10.2 Getting Started
10.3 Ethical Standards
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Conclusion

An evolving discipline
A modern market research mindset
Looking ahead

Glossary

Samara Omundson and Emily Wheeler, co-founders of OWL Research Partners, hold MLIS degrees and bring 40+ years of combined market research expertise.

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I found the book well laid out, taking things at a good pace, whether for a complete novice or someone wanting to refresh their knowledge/passion for market research. I particularly liked how the case studies at the end of the chapters evolved as we progressed through.
-- Carol Sheppard
Customer Research Manager at Tracsis Transport Consultancy

Omundson and Wheeler have demystified market research and made it more accessible. An excellent introduction to a vital industry!
-- Simon Chadwick
Managing Partner at Cambiar Consulting

This book provides a clear and well-structured roadmap. It is suitable for both beginners and professionals looking to understand and apply the principles and methods of market research.
-- SÉBASTIEN BIBEAU
Co-Founder, Ton Équipier

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