Overview

Taking a refreshingly non-technical approach, this textbook gives students a concise overview of the marketing research process. This text equips students with the skills needed to interpret research and use their findings to effect meaningful change. Keeping digital data and internet research at its heart, it details the main stages of the research process, covering both quantitative and qualitative methods. A plethora of case studies and examples helps students grasp the practical applications of theory. This textbook is ideal for use on marketing research courses at undergraduate, postgraduate and MBA levels. New to the 5th edition: - Updated cases, examples and business environment terminology incorporating recent developments in the industry - New feature within each chapter setting out the potential role of artificial intelligence - Expanded material on experimental research and virtual test markets Accompanying free online resources designed to support teaching and learning can be found at www.bloomsburyonlineresources.com/marketing-research

Full Product Details

9781350442788

Table of Contents

Reviews

Contemporary, fully updated and founded on insight bridging both academia and the world of the market research industry. * Fiona Spotswood, University of Bristol Business School, UK * The 5th edition has retained the strengths in the 4th edition, with updates on the use of AI in marketing research. This update is timely and necessary. * Liyuan Wei, University of Southampton Business School, UK * Great resource for anyone looking to understand the fundamentals of marketing research in an approachable, incremental manner. * Mayank Anand, Binghamton University, USA * The book’s flexible structure makes it easy to adapt for different marketing research courses. Grounded in data science and enriched with AI insights, it equips students with skills to master the research process and thrive in the digital era of marketing. * Abu Bakar Sade, Putra Business School, Malaysia *

Contemporary, fully updated and founded in insight bridging both academia and the world of market research as industry. -- Fiona Spotswood, University of Bristol Business School, UK * Manuscript review * The 5th edition has retained the strengths in the 4th edition, with updates on the use of AI in marketing research. This update is timely and necessary. -- Liyuan Wei, University of Southampton Business School, UK * Manuscript review * Great resource for anyone looking to understand the fundamentals of marketing research in an approachable, incremental manner [...] I liked the book’s attention to qualitative data and best practices for incorporating AI in marketing research practices. -- Mayank Anand, Binghamton University, USA * Manuscript Review * We can leave students to explore the book with the help of online materials, and with the structured book chapters plus these links, the theory and practice of marketing research will be learned and supplement my course materials. It maps neatly onto my course. -- Adrian Palmer, Henley Business School, UK * Manuscript Review * Fundamentally updated on big data and artificial intelligence, together with real-life example datasets. -- Auke Hunneman, BI Norwegian Business School, Norway * Manuscript Review *

Author Information

Alan Wilson is Professor of Marketing at the University of Strathclyde Business School, UK. He is an examiner for the Market Research Society.

Tab Content 6

Countries Available