Description

A comprehensive text aiming at demystifying this topic, Marketing Research is written in a practical manner, emanating from the research process perspective. Key topics discussed are the research process and the identification of the research problem, selecting the research method, secondary data, designing the research instrument, qualitative research and quantitative methods. The text also deals with contemporary issues such as research ethics and the applications of marketing research in electronic marketing and international marketing research. Key features in this topical text include: • Chapter outcomes that outline the key content and skills; • Study summaries that consolidate learning; • Assess your understanding sections and additional assessment activities with end-of-chapter answers evaluate fundamental concepts; • Further reading leads to additional enquiry; • Chapter summaries assist students in preparing for tests and examinations; and • A glossary of terms assists with key concepts and terminology. Marketing Research approaches the subject from a sound academic basis, assisted with an integrated Central Case Study. This case study was formulated by Neil Higgs from TNS Research Surveys, to illustrate real-world application. The team of authors has extensive expertise and international exposure, academically and professionally. This text constitutes essential reading for any student or practitioner in the field. This e​Book is a digital version of the printed ​book. Benefits of the ePUB format​ include:​ • The ability to view on ​a ​desktop computer, notebook or tablet; • As students adjust fonts, rotate and flip pages, content reflows to fit the device’s screen giving the user a more flexible experience; and • Students can take notes, highlight and bookmark, and access video and audio for visual learning.