Produktdetaljer
Biografisk notat
Alan Wilson is Professor of Marketing at the University of Strathclyde Business School, UK. He is an examiner for the Market Research Society.Contemporary, fully updated and founded on insight bridging both academia and the world of the market research industry.
Fiona Spotswood, University of Bristol Business School, UK
The 5th edition has retained the strengths in the 4th edition, with updates on the use of AI in marketing research. This update is timely and necessary.
Liyuan Wei, University of Southampton Business School, UK
Great resource for anyone looking to understand the fundamentals of marketing research in an approachable, incremental manner.
Mayank Anand, Binghamton University, USA
The book’s flexible structure makes it easy to adapt for different marketing research courses. Grounded in data science and enriched with AI insights, it equips students with skills to master the research process and thrive in the digital era of marketing.
Abu Bakar Sade, Putra Business School, Malaysia
Taking a refreshingly non-technical approach, this textbook gives students a concise overview of the marketing research process.
This text equips students with the skills needed to interpret research and use their findings to effect meaningful change. Keeping digital data and internet research at its heart, it details the main stages of the research process, covering both quantitative and qualitative methods. A plethora of case studies and examples helps students grasp the practical applications of theory.
This textbook is ideal for use on marketing research courses at undergraduate, postgraduate and MBA levels.
New to the 5th edition:
- Updated cases, examples and business environment terminology incorporating recent developments in the industry
- New feature within each chapter setting out the potential role of artificial intelligence
- Expanded material on experimental research and virtual test markets
Accompanying free online resources designed to support teaching and learning can be found at www.bloomsburyonlineresources.com/marketing-research
1. The role of marketing research and customer information in decision making
2. The marketing research process
3. Secondary data, customer databases and big data analytics
4. Collecting observation data and social media listening
5. Collecting qualitative data
6. Collecting quantitative data
7. Designing questionnaires
8. Sampling methods
9. Analysing qualitative data
10. Analysing quantitative data
11. Presenting the research results
Marketing research in action: case histories