Marketing research : delivering customer insight / Alan Wilson.

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.