Marketing Research

A Concise Introduction

Business & Finance, Marketing & Sales, Research
Cover of the book Marketing Research by Bonita Kolb, SAGE Publications
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Author: Bonita Kolb ISBN: 9781526422927
Publisher: SAGE Publications Publication: October 23, 2017
Imprint: SAGE Publications Ltd Language: English
Author: Bonita Kolb
ISBN: 9781526422927
Publisher: SAGE Publications
Publication: October 23, 2017
Imprint: SAGE Publications Ltd
Language: English

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, these can be accessed here.

Suitable reading for students who are new to marketing research.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

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:

The book is complemented by chapter specific lecturer PowerPoint slides, these can be accessed here.

Suitable reading for students who are new to marketing research.

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