An introductory textbook that provides students with the essential
information needed to plan and perform marketing research for the
first time. The Second Edition presents a balanced mix of
qualitative and quantitative methods, reflecting contemporary
trends. This includes a new chapter on Netnography and new and
increased coverage of the digital aspects of marketing research and
the impact of social media and the online environment. The book
includes exercises and activities within the chapters that can be
used in class. Along with a collection of new international case
studies, including: Europe - Renault (France), Miele (Germany)
& Online grocery markets in France and Germany. Africa - The
Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine
Estate in South Africa, text message surveying in Kenya Australia -
Campos Coffee Asia - Uber and social media usage in India; Cinemas
and confectionary markets in China; Coffee culture in South Korea
The book is complemented by chapter specific lecturer PowerPoint
slides. Suitable reading for students who are new to marketing
research.
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