Description
Book SynopsisMarketing Research: A Managerial Approach is a new textbook that explains the market research process in a way that is easy to understand. The author discusses the main elements (problem identification, methodologies, data collection, analysis, reporting) and also places a strong focus on digital and observation-based research to reflect their growing role in marketing research practice. Balanced coverage is given to both qualitative and quantitative methodologies. The textbook provides the right amount of theoretical knowledge and practical skills needed for students who plan to become marketers and will use market research agencies rather than conduct the research themselves.
Learning features include suggested journal articles, key terms, review questions and also discussion questions. There are extensive examples provided throughout the textbook. There are also a range of online resources for lecturers to use in the classroom, including PowerPoint slides, a Teac
Table of Contents
Chapter 1: Introduction to Market Research & the Modern Organisation Chapter 2: Research Typologies & the Business Issue for Research Chapter 3: Secondary Research & Marketing Intelligence Chapter 4: Qualitative Data Collection – Communication & Observation Methods Chapter 5: Quantitative Data Collection – Communication & Observation Methods Chapter 6: Target Markets, Sample Design and Sample Size Chapter 7: Data Collection Instruments – Qualitative and Quantitative Research Chapter 8: Qualitative Data Analysis – Communication & Observation Methods Chapter 9: Quantitative Data Analysis – Communication & Observation Methods Chapter 10: Reporting and Presenting Solutions to the Business Issue Chapter 11: Ethics, Privacy and New Technology
