Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition of Marketing Research continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results, to strengthen its ‘learning by doing’ approach. For analysing data, the text covers both SPSS and EXCEL outputs.
This text is indispensable for students studying marketing research in any business or marketing course.
New to the Edition
Updated throughout with the latest techniques, terminology and practices
- Provides greater focus on measurement issues in market research and the use of qualitative software to identify themes in social media exchanges
- Details the iterative approach to reporting the marketing research
- New topics explored in case studies throughout the text
- Now featuring an ongoing case study about mobile phones that has been designed to show students how to go through the research process from start to finish
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