Marketing Research A Concise Introduction

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Synopsis

An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

The Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on Netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment.
The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including:

Europe - Renault (France), Miele (Germany) & Online grocery markets in France and Germany.
Africa - The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya
Australia - Campos Coffee
Asia - Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea


The book is complemented by chapter specific lecturer PowerPoint slides, these can be accessed here.

Suitable reading for students who are new to marketing research.

Book details

Author:
Bonita Kolb
ISBN:
9781526422927
Related ISBNs:
9781446243961, 9781526422958, 9781526422934, 9781526419262, 9781526419279
Publisher:
SAGE Publications
Pages:
N/A
Reading age:
Not specified
Includes images:
Yes
Date of addition:
2017-11-15
Usage restrictions:
Copyright
Copyright date:
2017
Copyright by:
Bonita Kolb 
Adult content:
No
Language:
English
Categories:
Business and Finance, Nonfiction