Marketing Research: Delivering Customer Insight - Softcover

Alan Wilson

Softcover

ISBN 10: 135200111X ISBN 13: 9781352001112

Publisher: Red Globe Press, 2018

Synopsis

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.

About this title

Review:

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

About the Author:

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.

About this edition

• Publisher: Red Globe Press
• Publication date: 2018
• ISBN 10: 135200111X
• ISBN 13: 9781352001112
• Binding: Paperback
• Edition number: 4
• Number of pages: 385