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Marketing research : delivering customer insight / Alan Wilson.

By: Material type: TextTextPublisher: London : Macmillan International Higher Education ; Red Globe Press, 2019Edition: Fourth editionDescription: xxiii, 383 pages : color illustrations ; 27 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781352001112
Subject(s): DDC classification:
  • 658.83 WI.M 2019 23
LOC classification:
  • HF5415.2  .W557 2019
Contents:
1. The Role of Marketing Research and Customer Information in Decision-Making -- 2. The Marketing Research Process -- 3. Secondary Data, Customer Databases and Big Data Analytics -- 4. Collecting Observation Data and Social Media Listening -- 5. Collecting Qualitative Data -- 6. Collecting Quantitative Data -- 7. Designing Questionnaires -- 8. Sampling Methods -- 9. Analysing Qualitative Data -- 10. Analysing Quantitative Data -- 11. Presenting the Research Results.
Summary: Market information and customer insight are critical factors in helping successful businesses to meet their strategic goals. Now in its fourth edition, this popular and user-friendly text will equip you with all the tools you need to find facts, undertake a marketing research project and undersatnd the likely impact it can have on marketing decisions. Keeping digital data and internet research at its heart, Marketing Research provides a refreshingly non-technical introduction to the field. It details the key stages of the research process, covering both quantitative and qualitative methods, and offers a plethora of international case studies and examples--back cover.
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Item type Current library Collection Call number Status Date due Barcode
Books Books The Knowledge Hub Library Business 658.83 WI.M 2019 (Browse shelf(Opens below)) Not For Loan 211692
Books Books The Knowledge Hub Library Business 658.83 WI.M 2019 (Browse shelf(Opens below)) Not For Loan 211693
Books Books The Knowledge Hub Library Business 658.83 WI.M 2019 (Browse shelf(Opens below)) Not For Loan 211694
Books Books The Knowledge Hub Library Business 658.83 WI.M 2019 (Browse shelf(Opens below)) Available 211695
Books Books The Knowledge Hub Library Business 658.83 WI.M 2019 (Browse shelf(Opens below)) Not For Loan 211696
Books Books The Knowledge Hub Library Main Hall Business 658.83 WI. M 2019 (Browse shelf(Opens below)) Available 210863
Books Books The Knowledge Hub Library Main Hall Business 658.83 WI. M 2019 (Browse shelf(Opens below)) Checked out 06/13/2023 210864
Books Books The Knowledge Hub Library Main Hall Business 658.83 WI. M 2019 (Browse shelf(Opens below)) Available 210865
Books Books The Knowledge Hub Library Main Hall Business 658.83 WI. M 2019 (Browse shelf(Opens below)) Checked out 11/28/2024 210866
Books Books The Knowledge Hub Library Main Hall Business 658.83 WI. M 2019 (Browse shelf(Opens below)) Available 210867

Includes bibliographical references and index.

1. The Role of Marketing Research and Customer Information in Decision-Making -- 2. The Marketing Research Process -- 3. Secondary Data, Customer Databases and Big Data Analytics -- 4. Collecting Observation Data and Social Media Listening -- 5. Collecting Qualitative Data -- 6. Collecting Quantitative Data -- 7. Designing Questionnaires -- 8. Sampling Methods -- 9. Analysing Qualitative Data -- 10. Analysing Quantitative Data -- 11. Presenting the Research Results.

Market information and customer insight are critical factors in helping successful businesses to meet their strategic goals. Now in its fourth edition, this popular and user-friendly text will equip you with all the tools you need to find facts, undertake a marketing research project and undersatnd the likely impact it can have on marketing decisions. Keeping digital data and internet research at its heart, Marketing Research provides a refreshingly non-technical introduction to the field. It details the key stages of the research process, covering both quantitative and qualitative methods, and offers a plethora of international case studies and examples--back cover.

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