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Books > Business & Economics > Business & management > Sales & marketing > Market research
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The Business of Marketing Research (Paperback)
Loot Price: R2,499
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The Business of Marketing Research (Paperback)
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The Business of Marketing Research presents readers with a highly
practical approach to marketing research. The text familiarizes
students with foundational knowledge and skills, features ample
practical examples and anecdotes, and is steeped and grounded in
academic rigor. The opening chapter introduces readers to the
discipline through discussion of the marketing research industry,
the marketing research value chain, the strategic impact of
high-quality research, and five key trends within the industry.
Additional chapters walk readers through the processes of
identifying and defining a business problem, reviewing existing
data, collecting new data, making informed recommendations, and
deploying strategic plans. Readers learn about the importance of
high-quality deliverables and communication in marketing research,
approaches to qualitative and quantitative study, introductory
methods of analytics, and how to conduct brand and customer
satisfaction research. Closing chapters address the application of
neuroscience and the future of marketing research. Filling gaps in
the current literature and well preparing readers for success in
their profession, The Business of Marketing Research is a critical
textbook for courses in marketing and marketing research. It is
also an essential resource for marketing professionals.
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