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Marketing Research (4th Edition)

Delivering Customer Insight

Author(s):
Publisher:

Red Globe Press

Pages: 408
Downloads:

Flyer

Sample chapter

Further Actions:

Recommend to library, View companion site

AVAILABLE FORMATS

Paperback - 9781352001112

30 October 2018

€61.18

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Ebook - 9781352001129

19 November 2018

€49.99

In stock

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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...

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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 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.

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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 topics 

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
The book provides a practical but yet easy to understand approach to market research. Enriched with contemporary case studies, a must-have for research students seeking an easy to understand and practical text. – Shelton Giwa, De Montfort University, UK
An excellent and up-to-date book for up-to-date learners of market research. – Wei Shao, Griffith University, Australia
Reading this marketing research book centred around customer insight is a joyous experience. With the inclusion of new material on cutting-edge areas such as big data analytics and social media listening, this edition provides a fascinating demonstration of the need to integrate traditional marketing research approaches with user-generated content. – Tamer Elsharnouby, Qatar University, Qatar
The textbook has clear and refreshingly brief explanations of marketing research concepts. In addition, there are many useful real-world examples helping students understand how research concepts could be applied. – Yi-Chun Ou, Leeds University, UK
This book is very well laid out and it is up to date with practical examples throughout to help students better understand the methods and concepts, particularly with respect to collecting qualitative and quantitative data as well as designing questionnaires. – Naser Pourazad, Flinders University, Australia
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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.

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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.

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