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Marketing Research - A Managerial Approach (Hardcover)
Loot Price: R3,200
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Marketing Research - A Managerial Approach (Hardcover)
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Total price: R3,220
Discovery Miles: 32 200
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Marketing Research: A Managerial Approach is a new textbook that
explains the market research process in a way that is easy to
understand. The author discusses the main elements (problem
identification, methodologies, data collection, analysis,
reporting) and also places a strong focus on digital and
observation-based research to reflect their growing role in
marketing research practice. Balanced coverage is given to both
qualitative and quantitative methodologies. The textbook provides
the right amount of theoretical knowledge and practical skills
needed for students who plan to become marketers and will use
market research agencies rather than conduct the research
themselves. Learning features include suggested journal articles,
key terms, review questions and also discussion questions. There
are extensive examples provided throughout the textbook. There are
also a range of online resources for lecturers to use in the
classroom, including PowerPoint slides, a Teaching Guide and
videos. This textbook is suitable for all students studying
marketing research at either an undergraduate or a postgraduate
level. Dr Al Marshall is a Senior Lecturer in Marketing and a
Postgraduate Coordinator in the School of Business at Le Cordon
Bleu and has had a long career in market research consultancies in
different countries.
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