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Marketing Research: Planning, Process, Practice

by Riccardo Benzo, Chahid Fourali and Marwa Gad Mohsen SAGE Publications Ltd
Pub Date:
Pbk 432 pages
AU$127.00 NZ$132.17
Product Status: In Stock Now
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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 - Signalling 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 complimented by a companion website featuring a range of tools and resources for lecturers and students, including PowerPoint slides, multiple choice questions, free online exercise links, video links, and additional materials and discussion guides for Case Study & Additional Reading sections. Suitable reading for students who are undertaking a marketing research project.

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

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!