Includes index

in English

Introduction to market research and the modern organization -- Research typologies and the business issue for research -- Secondary research and marketing intelligence -- Qualitative data collection: communication and observation methods -- Quantitative data collection: communication and observation methods -- Target markets, sample design, and sample size -- Data collection instruments: qualitative and quantitative research -- Qualitative data analysis: communication and observation methods -- Quantitative data analysis-communication and observation methods -- Reporting and presenting solutions to the business issue -- Ethics, privacy, and new technology.

"This is a new introductory textbook on marketing research for undergraduate and postgraduate students"-- Marketing Research: A Managerial Approach is a new textbook that explains the market research process in a way that is easy to understand. The author discusses the main elements (problem identification, methodologies, data collection, analysis, reporting) and also places a strong focus on digital and observation-based research to reflect their growing role in marketing research practice. Balanced coverage is given to both qualitative and quantitative methodologies. The textbook provides the right amount of theoretical knowledge and practical skills needed for students who plan to become marketers and will use market research agencies rather than conduct the research themselves. Learning features include suggested journal articles, key terms, review questions and also discussion questions. There are extensive examples provided throughout the textbook. There are also a range of online resources for lecturers to use in the classroom, including PowerPoint slides, a Teaching Guide and videos. This textbook is suitable for all students studying marketing research at either an undergraduate or a postgraduate level. Dr Al Marshall is a Senior Lecturer in Marketing and a Postgraduate Coordinator in the School of Business at Le Cordon Bleu and has had a long career in market research consultancies in different countries.

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