Marketing Research

A Concise Introduction

Business & Finance, Marketing & Sales, Research
Cover of the book Marketing Research by Bonita Kolb, SAGE Publications
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Bonita Kolb ISBN: 9781526422927
Publisher: SAGE Publications Publication: October 23, 2017
Imprint: SAGE Publications Ltd Language: English
Author: Bonita Kolb
ISBN: 9781526422927
Publisher: SAGE Publications
Publication: October 23, 2017
Imprint: SAGE Publications Ltd
Language: English

An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

The Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on Netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment.

The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including:

  • Europe - Renault (France), Miele (Germany) & Online grocery markets in France and Germany.
  • Africa - The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya
  • Australia - Campos Coffee
  • Asia - Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea

The book is complemented by chapter specific lecturer PowerPoint slides, these can be accessed here.

Suitable reading for students who are new to marketing research.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

The Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on Netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment.

The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including:

The book is complemented by chapter specific lecturer PowerPoint slides, these can be accessed here.

Suitable reading for students who are new to marketing research.

More books from SAGE Publications

Cover of the book Children's Rights in Practice by Bonita Kolb
Cover of the book Understanding Emerging Markets by Bonita Kolb
Cover of the book Designing Research in the Social Sciences by Bonita Kolb
Cover of the book Correctional Mental Health by Bonita Kolb
Cover of the book Text Structures From the Masters by Bonita Kolb
Cover of the book 5 Principles of the Modern Mathematics Classroom by Bonita Kolb
Cover of the book Punishment and Civilization by Bonita Kolb
Cover of the book Sport Sociology by Bonita Kolb
Cover of the book Understanding Terrorism by Bonita Kolb
Cover of the book School Health Services in India by Bonita Kolb
Cover of the book Breakthrough Leadership in the Digital Age by Bonita Kolb
Cover of the book How to Handle the Hard-to-Handle Student, K-5 by Bonita Kolb
Cover of the book Using Drama to Support Literacy by Bonita Kolb
Cover of the book Talk, Thinking and Philosophy in the Primary Classroom by Bonita Kolb
Cover of the book Organizational Behavior by Bonita Kolb
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy