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Marketing Research: Planning, Process, Practice de Riccardo Benzo

Marketing Research: Planning, Process, Practice

Autor Riccardo Benzo, Marwa Gad Mohsen, Chahid Fourali
en Limba Engleză Paperback – 12 dec 2017
Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.

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.
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Specificații

ISBN-13: 9781446294369
ISBN-10: 1446294366
Pagini: 432
Dimensiuni: 189 x 246 x 22 mm
Greutate: 0.93 kg
Ediția:First Edition
Editura: SAGE Publications
Colecția Sage Publications Ltd
Locul publicării:London, United Kingdom

Recenzii

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!

Cuprins

Part I: Setting Up Marketing Research
Chapter 1: (Introduction) Adding Value with Marketing Research
Chapter 2: Identifying Marketing-Related (Business) Islsues
Chapter 3: Secondary Research: Facts and Theory
Part II: Planning Marketing Research
Chapter 4: Conceptualising Research: From Secondary to Primary Research
Chapter 5: Marketing Research Designs
Chapter 6: Sampling
Part III: Qualitative Research in Marketing
Chapter 7: Qualitative Research Methods: Elements of a Good Design
Chapter 8: Determining a Robust Qualitative Research Approach: Reviewing the Methodological and Data Gathering Options
Chapter 9: The Merits of Mixed Design Research Methodology: Illustration Through Action Research and Case Studies
Chapter 10: From Theory to Practice: Illustrating the Qualitative Research Process
Part IV: Quantitative Research in Marketing
Chapter 11: Hypothesis Building and Testing
Chapter 12: Quantitative Research Methodology
Chapter 13: Questionnaire Design and Data Preparation for Analysis
Chapter 14: Data Analysis Using Descriptive and Inferential Statistics
Part V: Reporting Marketing Research
Chapter 15: Discussing Findings, Drawing Recommendations & Conclusions: Writing the Research Report

Notă biografică

Riccardo is a Member of the Chartered Institute of Marketing (MCIM) and a Fellow of the Higher Education Academy (HEA). He has over twenty years of experience gained across multiple sectors and in marketing, sales and commercial roles for international organisations, leading and managing teams of professionals. In 2008, he founded Managing Expectations to provide a vehicle for market research, consulting and training. At the same time, he has been involved in teaching and supervising undergraduate and post-graduate students on a number of subjects including marketing and business research.

He conducted and commissioned several research projects in fields as far apart as beverages and professional services, including presenting findings on qualitative and quantitative investigations into the cruise industry in the UK and luxury retailing in China. Riccardo is passionate about ethical and sustainable marketing, and believes in helping organisations create value for the economy, society and the environment.

Descriere

Outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.