Marketing Research: An Applied Approach
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This fourth edition of a leading textbook on marketing research balances the theory and practice of the field, covering qualitative and quantitative methods alike. It approaches the subject from the viewpoint of those who use research to make decisions, and it brings in newer developments such as international marketing, ethical questions and the growing role of technology. The text is organized in three sections. The first introduces the discipline and explains how to define a research problem. The second deals with designing a study. The third turns to practical fieldwork, followed by preparing and analysing data. It is aimed at students and at people working in research roles, from junior analysts up to senior managers.
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