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
