What Are Some Good Books on Market Research?

Everyone loves a good read; it makes the whole activity enjoyable and worthwhile. And if the good read is on market research, you have indeed discovered a treasure. You will surely agree with this if you are an entrepreneur – especially a first-timer or a market researcher.

A fact that is quite amusing is that a lot of market research is being conducted everywhere. But if there is anything market research is lacking, it is books on market research. Market research is a highly evolving niche topic, and there are only a few authors out there writing about it. So, you should count yourself lucky if you come across a good book on market research.

However, the difficulty of coming across good market research books does not mean you should not strive to find one. How else do you want to elevate your research pedigree with new ways of thinking, techniques, tools, tactics, and theories? Luckily, below is a list of good books on market research. Also included is a summary of each book which tells you what the book is all about. These books are especially good for startup founders who intend to stay at the top of the market and build a successful business or brand.

  1. A Nation of Numbers: The Development of Market Research in America by Paul A. Scipione

Nation of Numbers via Amazon

This book contains a comprehensive history of market research – one of the first of its kind. In this book, Scipione documented the evolution of marketing research in its first hundred years by presenting three eras in the history of marketing research. He also speculated about where the industry will be in about another half-century.

Scipione’s book provides engaging biographies of the pioneers of market research. He also examined the group of factors and events that made America the birthplace of marketing research.

  1. Consumerology: The Market Research Myth, the Truth About Consumers and the Psychology of Shopping by Philip Graves

Consumer.ology via Amazon

Philip Graves is one of the world’s most recognized experts in consumer behavior. He revealed in this book the psychology of consumers, which explains the title consumer.ology – the blending of the two words.

In this book, the author focused on two main points to discredit market research, and they are:

  1. A considerable number of market research is carried out in an artificial environment.
  2. Plenty of market research is conducted after the purchase has been made, and they exclude the experiences that take place during and right after it.

In the first point, Graves notes errors in an artificial environment. This is because asking consumers to rate their experiences or make choices when they are comfortable (artificial environment) will be quite different from asking them at the moment. He explained that the environment is a factor that often dominates the decision-making process of the conscious mind.

In the second point, he notes the error of waiting too long before research is done. A person is more likely to provide a cloudy version of how they feel about a product if they are asked to review the product a couple of days or months later. He explained that it is crucial to capture them “in the moment” as this information gotten at this time is most likely to be in the purest form.

  1. Strategic Market Research: A Guide to Conducting Research that Drives Business By Anne E. Beall

Strategic market research via Amazon

Market research facilitates change. For a company to embrace this, it must be willing to take the approach that will make the most impact on its organization. In this book, the author shared her understanding of market research. She also shared the strategic principles she developed that can impact how market research can bring about that change in an organization.

Beall, in this book, provided sensible formulas with real-life examples to analyze data and understand what drives a market. She also provided qualitative and quantitative insights, explaining how you can go beyond data to interpret results. You can apply the insights of this book beyond the scope of your business.

  1. Slide:ology: The Art and Science of Creating Great Presentations by Nancy Duarte.

Slide:ology via Amazon

What are the chances that you have not carried or will not carry out any presentation of some sort in your organization? Very slim, right? However, the odds are slimmer if you present smoothly. This is because presentation requires visual expression, which, unlike verbal skills, is not actively taught in schools or business training. This is where slide:ology comes to the rescue.

This book is strictly about data visualization. In this book, the author combined inspirational designs and conceptual thinking. She also provided insightful case studies from the world’s leading brands.

In this book, you will learn how to design your reports in market research and effectively connect with specific audiences with your presentation(s).

  1. Market Research in Practice: How to Get Greater Insight from Your Market by Paul N. Hague, Nicholas Hague, and Carol-Ann Morgan

Market Research in practice via Amazon

It is no news that organizations keep getting more sophisticated. This increasing sophistication is accompanied by the need to prioritize customer profiling, deliver customer satisfaction, target specific audiences, and develop brands. The authors in this book provided a clear, step-by-step guide to the whole market research process – from the beginning steps of planning and executing a project through to presenting your findings.

The authors also highlighted some research tools and explained how to utilize them effectively to obtain reliable data. This book also covered social media research and mobile surveys.

This book is simply a first-rate road map to those who are new to market research to ensure they finish their research with the best possible results. It can be an essential checklist for experienced market researchers too.

Conclusion

There you have it, a list of good books you can read on market research. The included summary of each book is to tell you what to expect from the book. If anyone picks your interest, try to get the book and read all of it. They should not be so hard to find since you now know what you are looking for.

References

BookAuthority: 100 Best Market Research Books of All Time

DriveResearch: Top 5 Books You Must Read if You Work in Market Research

Quirk’s media: 5 must-read books for marketing researchers

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