Marketing Research, now in its fourth edition, provides a methodical introduction to the basic concepts of marketing research.
Marketing research can be a daunting subject if not taught correctly. The mere mention of inferential statistics or statistical significance causes many students to close their minds and develop a mental block towards the topic. This is largely because most texts spend too little time teaching students the basic concepts before ploughing into the analysis of data and associated statistical formulas.
Marketing Research follows a simple layout that is easy to read with text that is written in understandable, plain English. It will equip undergraduate marketing students with the skills necessary to plan and conduct basic marketing research projects in an efficient and effective manner, in a business world which demands more and more information on which to base decisions.
- Addresses new approaches in terms of research ethics
- Additional insights on the use of electronic data gathering, new approaches relating to the use of electronic media
- A new chapter on the research proposal
- New case studies and questions
- Updated examples
- Learning outcomes at the beginning of every chapter
- Definitions highlighted to emphasise their importance
- Clear diagrams and figures
- Relevant and up-to-date case studies
- Self-assessment questions
- Summaries of the key issues covered in each chapter