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.

Determining the Research Question

Learning Objectives

  • Explain the importance of critical thinking when making assumptions
  • Describe the critical thinking process
  • Understand the process of obtaining internal secondary data
  • Appreciate the importance of writing a clear research question

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