Marketing Research
Planning, Process, Practice
- Riccardo Benzo - Birbeck College, University of London
- Marwa G. Mohsen - Prince Mohammad Bin Salman College of Business and Entrepreneurship (MBSC), KAEC, Saudi Arabia
- Chahid Fourali - London Metropolitan University, UK
The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research.
To aid students in their research project, each chapter features a collection of learning features, such as:
- Case studies and international real-world examples
- Ethics boxes – Highlighting ethical implications in research projects
- Advanced boxes – Signaling more challenging topics students can return to after they have mastered the basics
- Activity boxes – Encouraging students to understand how what they have learned applies to their own experiences
The book is complemented by a range of online resources, including PowerPoint slides, multiple choice questions, free online exercise links, and discussion guides for Case Study & Additional Reading sections.
Suitable reading for students who are undertaking a marketing research project.
Supplements
- Multiple Choice Questions
- Additional materials and discussion guides for Case Study & Additional Reading sections
- Free online exercise links
- Video links
- Powerpoint Slides
Marketing Research offers clear guidance for undergraduate and Masters students wishing to undertake a marketing research project. Written in a lively and informative manner and covering both qualitative and quantitative designs, the book supports the student throughout the entire research process from setting up and planning to reporting the findings.
This textbook offers a fresh perspective on marketing research by using an easy-to-understand language and a wide range of pertinent cases and examples to convey complex concepts. An essential read for every student embarking on the adventures of a research journey!
This book is one of the best core text book currently providing all essentials of market research.
This has been a really useful book to use with dissertation students who may not be connecting well with more generalised business research methods textbooks. I have found it particularly helpful to direct students to the section on methodology when they struggle with epistemology and ontology - although short these sections in particular are really well written. I have already arranged with the library to get more copies.
The book can be used as a guide to all aspects of the scientific rule-based implementation of marketing questions and is therefore suitable for lecturers as a source of ideas for teaching as well as a source of knowledge for specific content. The complex content of marketing research is well comprehensible, so that students can use the book during their studies and later in their professional life - for example, to look up individual aspects of the planning process or methodological issues.
This very well-designed book is an inspiring source for theoretical teaching, but also for practical application. I address the content very specifically in my lecture and recommend students to read certain sections in parallel with the lecture. I get feedback from students that they have understood these contents very well and have already been able to apply these contents in practice in their profession ( for people who work professionally during their studies). This gives your own lecture additional relevance for these students.
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This very well-designed book is an inspiring source for theoretical teaching, but also for practical application. I address the content very specifically in my lecture and recommend students to read certain sections in parallel with the lecture. I get feedback from students that they have understood these contents very well and have already been able to apply these contents in practice in their profession ( for people who work professionally during their studies). This gives your own lecture additional relevance for these students.
Sage College Publishing
