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The third edition of this guide to market research assumes no previous knowledge of the subject. Through advice and real-life case studies it explores how to start out in market research. Topics covered include: planning; desk research; qualitative and quantitative research; sampling; questionnaire design; and data collection and analysis. Also provided are the details of market research agencies, codes of practice, quality schemes and a contact list. The guide is aimed at practitioners and students and is an introduction to the subject. Featuring charts and figures, this third edition draws on tried and tested methods, as well as the author's own experience.