This edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model which is reinforced throughout the text. Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, it also examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data mining and the increasing use of online panels. To strength its 'learning by doing' approach, this edition of integrates Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results. For analysing data, the text covers both SPSS and Excel outputs. Finally, each stage of research reporting is explained, as well as a r...
MOREThis edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model which is reinforced throughout the text. Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, it also examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data mining and the increasing use of online panels. To strength its 'learning by doing' approach, this edition of integrates Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results. For analysing data, the text covers both SPSS and Excel outputs. Finally, each stage of research reporting is explained, as well as a range of presentation methodologies. This text is indispensible for students studying marketing research in any business or marketing course.
APM College of Business and Communication MKT201 Marketing and Audience Research
Curtin University - Sydney 9807 Marketing Research 200
Griffith University - Gold Coast campus 2034MKT Market Research
Griffith University - Nathan 2034MKT Market Research
Macquarie University MKTG202 Marketing Research
University Of Notre Dame - Fremantle BS251 Marketing Research
University Of Technology - Broadway 24309 Research for Marketing Decisions
University Of Technology - Kuring-gai 24309 Research For Marketing Decisions
