Marketing Research
Delivering Customer Insight
Format:Paperback
Publisher:Bloomsbury Publishing PLC
Published:30th Oct '18
Should be back in stock very soon
Market information is critical for any organisation to meet their strategic goals, and the new edition of this core textbook equips students with the necessary skills to undertake interpret and implement the outcomes of such research to effectuate meaningful change.
This core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach. The goal of this focused text is to equip students with the skills needed to interpret and implement the outcomes of such research to effectuate meaningful change. Keeping digital data and internet research at its heart, Marketing Research details the main stages of the research process, covering both quantitative and qualitative methods and offers a plethora of case studies and examples. Now in its fourth edition, this popular and accessible textbook is ideal for use on marketing research courses at diploma, undergraduate, postgraduate and MBA levels. This book has also been written to support The Market Research Society’s Diploma Module: The Principles of Market & Social Research. New to this Edition: - Expanded coverage of qualitative analysis, now with its own dedicated chapter - Fresh material on hot topics such as big data analytics, social media listening and data visualization - Updated content on online surveys, online group discussions and online samples, as well as data protection legislation - Added 'Industry Viewpoint' features setting out the latest thinking from practitioners on important topics - New author video introductions to each chapter and 'Careers in Marketing Research' video suite featuring the advice and experiences of a range of practitioners around the world - New opening cases featuring well-known, international organizations Accompanying online resources for this title can be found at bloomsburyonlineresources.com/marketing-research-4e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.
The book provides a practical but yet easy to understand approach to market research. Enriched with contemporary case studies, a must-have for research students seeking an easy to understand and practical text. * Shelton Giwa, De Montfort University, UK *
An excellent and up-to-date book for up-to-date learners of market research. * Wei Shao, Griffith University, Australia *
Reading this marketing research book centred around customer insight is a joyous experience. With the inclusion of new material on cutting-edge areas such as big data analytics and social media listening, this edition provides a fascinating demonstration of the need to integrate traditional marketing research approaches with user-generated content. * Tamer Elsharnouby, Qatar University, Qatar *
The textbook has clear and refreshingly brief explanations of marketing research concepts. In addition, there are many useful real-world examples helping students understand how research concepts could be applied. * Yi-Chun Ou, Leeds University, UK *
This book is very well laid out and it is up to date with practical examples throughout to help students better understand the methods and concepts, particularly with respect to collecting qualitative and quantitative data as well as designing questionnaires. * Naser Pourazad, Flinders University, Australia *
ISBN: 9781352001112
Dimensions: unknown
Weight: 954g
408 pages
4th edition