000			03046nam a2200349Ia 4500
005			20260803094251.0
008			251212s2023 xx 000 0 und d
245	1		_aMarketing research : _ba managerial approach / _cAl Marshall.
100			_aMarshall, Al
260			_aThousand Oaks : _bSAGE Publishing, _c2023.
300			_aviii, 285 pages:
300			_c24 cm
500			_aIncludes index
020			_a9781446256152
650			_aMarketing research.
650			_aIndustrial and Agricultural Marketing.
944			_aCIR
050			_a658.83 M3551 2023
943			_b0 _c0 _d0 _e1 _f0 _g0 _h1 _i0 _j0
944			_b1 _c1 _d0
953			_pHED6865
546			_ain English
953			_cCollege Library
505			_aIntroduction 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.
520			_a"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.
591			_a0
336			_atext
337			_aunmediated
338			_avolume
942			_2lcc _cBK _adsolimen _b2025-01-22 15:39:46 _ddsolimen _e2025-01-22 15:40:20
998			_a13224
999			_c13096 _d13096