000			02927nam a22002177a 4500
020			_a9789356403185
041			_aENG
082			_a658.83 _bWIL
100			_aWilon, Alan.
245			_aMarketing research: _bdelivery customer insight/ _cAlan Wilson.
250			_a4th ed.
260			_aNew Delhi: _bBoomsbury, _c2022.
300			_axxiii, 383 pages: _bill; _c26 cm.
504			_aincludes index.
505			_aChapter 1: The role of marketing research and customer information in decision making Chapter 2: The marketing research process Chapter 3: Secondary data, customer databases and big data analytics Chapter 4: Collecting observation data and social media listening Chapter 5: Collecting qualitative data Chapter 6: Collecting quantitative data Chapter 7: Designing questionnaires Chapter 8: Sampling methods Chapter 9: Analysing qualitative data Chapter 10: Analysing quantitative data Chapter 11: Presenting the research results Marketing research in action: case histories.
520			_aThis core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach. The goal of this focused text is to equip students with the skills needed to interpret and implement the outcomes of such research to effectuate meaningful change. Keeping digital data and internet research at its heart, Marketing Research details the main stages of the research process, covering both quantitative and qualitative methods and offers a plethora of case studies and examples. Now in its fourth edition, this popular and accessible textbook is ideal for use on marketing research courses at diploma, undergraduate, postgraduate and MBA levels. This book has also been written to support The Market Research Society's Diploma Module: The Principles of Market & Social Research. New to this Edition: - Expanded coverage of qualitative analysis, now with its own dedicated chapter - Fresh material on hot topics such as big data analytics, social media listening and data visualization - Updated content on online surveys, online group discussions and online samples, as well as data protection legislation - Added 'Industry Viewpoint' features setting out the latest thinking from practitioners on important topics - New author video introductions to each chapter and 'Careers in Marketing Research' video suite featuring the advice and experiences of a range of practitioners around the world - New opening cases featuring well-known, international organizations Accompanying online resources for this title can be found at bloomsburyonlineresources.com/marketing-research-4e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.
650			_aStrategic planning.
650			_aInternet marketing.
650			_aMarketing Research
942			_2ddc _cBK
999			_c23138 _d23138