Taking a refreshingly non-technical approach, this textbook gives students a concise overview of the marketing research process.
This text equips students with the skills needed to interpret research and use their findings to effect meaningful change. Keeping digital data and internet research at its heart, it details the main stages of the research process, covering both quantitative and qualitative methods. A plethora of case studies and examples helps students grasp the practical applications of theory.
This textbook is ideal for use on marketing research courses at undergraduate, postgraduate and MBA levels.
New to the 5th edition:
- Updated cases, examples and business environment terminology incorporating recent developments in the industry
- New feature within each chapter setting out the potential role of artificial intelligence
- Expanded material on experimental research and virtual test markets
Accompanying free online resources designed to support teaching and learning can be found at www.bloomsburyonlineresources.com/marketing-research
- 449 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
Table of contents
- Cover
- Long contents
- List of tables
- List of case histories
- Foreword
- Preface
- Acknowledgements
- Guided tour
- 1. The role of marketing research and customer information in decision-making
- 2. The Marketing Research Process
- 3. Secondary data, Customer Databases and Big data analytics
- 4. Collecting observation data and social media listening
- 5. Collecting Qualitative Data
- 6. Collecting Quantitative Data
- 7. Designing Questionnaires
- 8. Sampling Methods
- 9. Analysing Qualitative Data
- 10. Analysing Quantitative Data
- 11. Presenting the Research Results
- Marketing research in action: case histories
- Appendix
- Glossary
- Index
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Yes, you can access Marketing Research by Alan Wilson in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over 1.5 million books available in our catalogue for you to explore.