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.

The Research Proposal
Learning Objectives
  • Understand the three reasons for writing a research proposal
  • Describe the components of a well written research proposal
  • Explore the types of external companies that conduct marketing research
Tesco Knows Us Shoppers

Tesco have already expanded their successful grocery store model across Europe and into Asia. The next stop for their expansion plans is in the ...

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