Introducing Marketing Research

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https://dev.store.wiley.com/en-au/Introducing+Marketing+Research-p-9780471497707

Introducing Marketing Research

Paul Baines,Bal Chansarkar

Description

The primary purpose of marketing research is to gather information which will allow your company or organisation to make better, more informed decisions. Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course, they do not focus on important qualitative issues such as depth interviews and focus groups - Baines and Chansarkar redress this imbalance. Written as an introduction to marketing research for students taking a one-semester module Introducing Market Research includes chapters on business to business marketing research and Internet marketing research. The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.

About the Author

PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School.

BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.

Features

A key feature of this book is the balance between qualitative and quantitative aspects of marketing research.

Written as an introduction to marketing research for students taking a one-semester module.

Includes extended coverage of important topics such as international marketing research and secondary data collection.

The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.

To Purchase this product, please visit

https://dev.store.wiley.com/en-au/Introducing+Marketing+Research-p-9780471497707

Introducing Marketing Research

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Introducing Marketing Research