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
Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice. He has written numerous articles on marketing research and has received a number of awards for his publications. He is a Senior Examiner for The Market Research Society and a member of their professional development advisory board. He serves on the editorial board of the International Journal of Market Research and is a fellow of both the Chartered Institute of Marketing and The Market Research Society.
Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice. He has written numerous articles on marketing research and has received a number of awards for his publications. He is a Senior Examiner for The Market Research Society and a member of their professional development advisory board. He serves on the editorial board of the International Journal of Market Research and is a fellow of both the Chartered Institute of Marketing and The Market Research Society.
