Marketing Research: Delivering Customer Insight - Couverture souple

Wilson, Alan

 
9781352001112: Marketing Research: Delivering Customer Insight
Couverture souple
ISBN 10 : 135200111X ISBN 13 : 9781352001112
Editeur : Bloomsbury Academic, 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.

New to this Edition:
- Expanded coverage of qualitative analysis, now with its own dedicated chapter
- Fresh material on hot topics such as big data analytics, social media listening and data visualization
- Updated content on online surveys, online group discussions and online samples, as well as data protection legislation
- Added 'Industry Viewpoint' features setting out the latest thinking from practitioners on important topics
- New author video introductions to each chapter and 'Careers in Marketing Research' video suite featuring the advice and experiences of a range of practitioners around the world
- New opening cases featuring well-known, international organizations

Accompanying online resources for this title can be found at bloomsburyonlineresources.com/marketing-research-4e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

Alan Wilson is Emeritus Professor of Marketing at the University of Strathclyde Business School, UK. He is a fellow of the Market Research Society.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Bloomsbury Academic
Date d'édition
2018
Langue
anglais
ISBN 10 
135200111X
ISBN 13 
9781352001112
Reliure
Broché
Numéro d'édition
4
Nombre de pages
408
Coordonnées du fabricant
non disponible
Personne responsable
non disponible