David Birks – författare

This new book offers all the authority of Naresh Malhotra’s best-selling Marketing Research title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making. Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques; qualitative and quantitative methods and forms of analysis; and conveying the insights from research findings will give students a clear view of how to make marketing research work.

The ethical dilemmas faced by researchers, the social and cultural issues of research created by globalisation and more powerful forms of communication (e.g. e-communication) will be addressed. This text aims to present a clear understanding of the nature, scope and process of marketing research at an introductory level and to give students the study skills to confidently design all stages of the marketing research process.

This book is perfect for one semester courses in Marketing Research.

For courses in Marketing Research at two- and four-year colleges and universities An engaging, do-it-yourself approach to marketing research Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles–Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation–author Naresh Malhotra covers concepts at an elementary level, deemphasising statistics and formulas. Sensitive to the needs of today’s undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

For undergraduate, postgraduate and MBA students, this highly successful textbook is an essential guide to Marketing Research.

Understand theory and application of marketing research in a European context

Marketing Research: Applied Insight, 6th Edition, by Nunan, Birks and Malhotra is the leading marketing research text focused on the key challenges facing marketing research in a European context. This comprehensive text offers a clear explanation and discussion of concepts, and a wealth of European and international case material showing how researchers apply concepts and techniques. It also integrates with online resources for students including key discussion points. 

This book supports both qualitative and quantitative research methods through:

Introducing the transactional stages of marketing research of problem definition, developing approach and design, data collection, analysis and communicating the research findings

Using real research case studies of how companies address specific managerial problems and implement research, as well as real-life marketing situations and exercises to tackle in every chapter

Applying marketing research to current marketing challenges such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design, and socially responsible marketing

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