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Macmillan Higher Education Palgrave Higher Education

Marketing Research

Edition 4th Edition
ISBN 9781352001112
Publication Date November 2018
Formats Paperback Ebook 
Publisher Palgrave

Market information is critical for any organisation to meet their strategic goals, and this textbook equips students with the necessary skills to undertake market research themselves or manage and oversee research projects undertaken by others. Keeping digital data and internet research at its heart, this textbook details the main stages of the research process with both quantitative and qualitative methods and includes a plethora of international case studies and examples.

This accessible textbook is the ideal companion for students of marketing research at diploma, undergraduate, postgraduate and MBA levels. This book is also written to support The Market Research Society’s Diploma Module: Principles of Market and Social Research and Information.

Alan Wilson is Professor of Marketing at the University of Strathclyde Business School and Senior Examiner for the Chartered Institute of Marketing and The Market Research Society. Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice. He has written numerous articles on marketing research and has received a number of awards for his publications. He is also a fellow of both the Chartered Institute of Marketing and The Market Research Society.

Chapter 1: The role of marketing research and customer information in decision making
Chapter 2: The marketing research process
Chapter 3: Secondary data and customer databases
Chapter 4: Collecting observation data and monitoring online user-generated contents
Chapter 5: Collecting and analysing qualitative data
Chapter 6: Collecting quantitative data
Chapter 7: Designing questionnaires
Chapter 8: Sampling methods
Chapter 9: Analysing quantitative data/- Chapter 10: Presenting the research results
Marketing research in action: case histories
Current issues in marketing research.


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