Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.

Research as a Process
Learning Objectives
  • Understand the varying reasons for conducting research
  • Describe the steps in the research process
  • Examine the three unique approaches to conducting research
  • Briefly describe the different marketing research methods
It May be Pink For Girls And Blue For Boys, But It's Green For Women

A recent British survey by Emap Advertising found that women are more concerned about environmental issues than men. The survey, which polled ...

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