Riccardo Benzo, Marwa Gad Mohsen, Chahid Fourali

eBook, PDF

Marketing Research (eBook, PDF)

Planning, Process, Practice

Beschreibung

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 PowerPoint 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.

Technische Details

• Geräte: PC
• ohne Kopierschutz

Barrierefreiheit

• Text-to-Speech

Autor

Riccardo is a Member of the Chartered Institute of Marketing (MCIM) and a Fellow of the Higher Education Academy (HEA). He has over twenty years of experience gained across multiple sectors and in marketing, sales and commercial roles for international organisations, leading and managing teams of professionals. In 2008, he founded Managing Expectations to provide a vehicle for market research, consulting and training. At the same time, he has been involved in teaching and supervising undergraduate and post-graduate students on a number of subjects including marketing and business research.

He conducted and commissioned several research projects in fields as far apart as beverages and professional services, including presenting findings on qualitative and quantitative investigations into the cruise industry in the UK and luxury retailing in China. Riccardo is passionate about ethical and sustainable marketing, and believes in helping organisations create value for the economy, society and the environment.

Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 432
• Erscheinungstermin: 27. November 2017
• Englisch
• ISBN-13: 9781526422330
• Artikelnr.: 50028598