Marketing Research

Planning, Process, Practice

Business & Finance, Marketing & Sales, Research
Cover of the book Marketing Research by Riccardo Benzo, Marwa Gad Mohsen, Chahid Fourali, SAGE Publications
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Author: Riccardo Benzo, Marwa Gad Mohsen, Chahid Fourali ISBN: 9781526422354
Publisher: SAGE Publications Publication: November 27, 2017
Imprint: SAGE Publications Ltd Language: English
Author: Riccardo Benzo, Marwa Gad Mohsen, Chahid Fourali
ISBN: 9781526422354
Publisher: SAGE Publications
Publication: November 27, 2017
Imprint: SAGE Publications Ltd
Language: English

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.

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

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:

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.

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