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This core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach. The goal of this focused text is to equip students with the...
This core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach. The goal of this focused text is to equip students with the skills needed to interpret and implement the outcomes of such research to effectuate meaningful change. Keeping digital data and internet research at its heart, Marketing Research details the main stages of the research process, covering both quantitative and qualitative methods and offers a plethora of case studies and examples.
Now in its fourth edition, this popular and accessible textbook is ideal for use on marketing research courses at diploma, undergraduate, postgraduate and MBA levels. This book has also been written to support The Market Research Society’s Diploma Module: The Principles of Market & Social Research.
Covers the most recent developments in marketing research including online research and web analytics
Offers balanced coverage of both quantitative and qualitative methods
Packed with examples and practitioner insights to enhance skills development in technical methods and practical application to generate customer insight
Grounded in real-life practice with opening cases from well-known organisations and 10 detailed case histories of a variety of internationally-recognized brands
Authoritative yet supportive style intended for students taking their first marketing research course
Expanded coverage of qualitative analysis, now with its own dedicated chapter
Fresh material on hot topics such as big data analytics, social media listening and data visualization
Updated content on online surveys, online group discussions and online samples, as well as data protection legislation
Added 'Industry Viewpoint' features setting out the latest thinking from practitioners on important topicsÂ
New author video introductions to each chapter and 'Careers in Marketing Research' video suite featuring the advice and experiences of a range of practitioners around the world
New opening cases featuring well-known, international organizations
Chapter 1: The role of marketing research and customer information in decision making Chapter 2: The marketing research process Chapter 3: Secondary data, customer databases and big data analytics Chapter 4: Collecting observation data and social media listening Chapter 5: Collecting qualitative data Chapter 6: Collecting quantitative data Chapter 7: Designing questionnaires Chapter 8: Sampling methods Chapter 9: Analysing qualitative data Chapter 10: Analysing quantitative data Chapter 11: Presenting the research results Marketing research in action: case histories.
Innovative learning materials are available for students through the companion website, www.macmillanihe.com/wilson-mr-4e, including:
Author video introductions to each chapter
'Careers in Marketing Research' video suite featuring a number of practitioners from around the globe
Interactive flashcard activities to test your knowledge of key terminology
Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. 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 a Senior Examiner for The Market Research Society and a member of their professional development advisory board. He serves on the editorial board of the International Journal of Market Research and is a fellow of both the Chartered Institute of Marketing and The Market Research Society.
Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. 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 a Senior Examiner for The Market Research Society and a member of their professional development advisory board. He serves on the editorial board of the International Journal of Market Research and is a fellow of both the Chartered Institute of Marketing and The Market Research Society.
