Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.
The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research.
To aid students in their research project, each chapter features a collection of learning features, such as:
- Case studies and international real-world examples
- Ethics boxes – Highlighting ethical implications in research projects
- Advanced boxes – Signaling more challenging topics students can return to after they have mastered the basics
- Activity boxes – Encouraging students to understand how what they have learned applies to their own experiences
The book is complemented by a range of online resources, including Power Point slides, multiple choice questions, free online exercise links, and discussion guides for Case Study & Additional Reading sections.
Suitable reading for students who are undertaking a marketing research project.
Mục lục
Part I: Setting Up Marketing Research
Chapter 1: (Introduction) Adding Value with Marketing Research
Chapter 2: Identifying Marketing-Related (Business) Islsues
Chapter 3: Secondary Research: Facts and Theory
Part II: Planning Marketing Research
Chapter 4: Conceptualising Research: From Secondary to Primary Research
Chapter 5: Marketing Research Designs
Chapter 6: Sampling
Part III: Qualitative Research in Marketing
Chapter 7: Qualitative Research Methods: Elements of a Good Design
Chapter 8: Determining a Robust Qualitative Research Approach: Reviewing the Methodological and Data Gathering Options
Chapter 9: The Merits of Mixed Design Research Methodology: Illustration Through Action Research and Case Studies
Chapter 10: From Theory to Practice: Illustrating the Qualitative Research Process
Part IV: Quantitative Research in Marketing
Chapter 11: Hypothesis Building and Testing
Chapter 12: Quantitative Research Methodology
Chapter 13: Questionnaire Design and Data Preparation for Analysis
Chapter 14: Data Analysis Using Descriptive and Inferential Statistics
Part V: Reporting Marketing Research
Chapter 15: Discussing Findings, Drawing Recommendations & Conclusions: Writing the Research Report
Giới thiệu về tác giả
Dr Chahid Fourali (Io E, UCL) has backgrounds in psychology, education and marketing and has published in all three areas. He led the consultation with the UK Government to set up the Marketing and Sales Standards Setting Body, which he then led for eight years, as well as, the development of three sets of world-class national occupational standards (in Marketing, Sales and Social Marketing) that were supported by many internationally recognized marketing/business gurus. These standards are now the basis for all nationally recognized qualifications in the UK in the three professional areas. Dr Fourali is Senior Lecturer in Management at the London Metropolitan Business School and is examiner/subject expert for Cambridge University and University of Hertfordshire. He achieved Fellowship or professional membership status from several international organisations including FRSA, FCIM and BABCP. His recent book Social Marketing: A Powerful Tool for Changing the World for Good received very encouraging reviews including being selected for one of the Levitt Group 5 Great Minds events organized by the Chartered Institute of Marketing.
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