Marketing Research
A Practical Approach
- Bonita Kolb - Lycoming College
Marketing Research
Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline.
With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.
This book is at a very good level for my students who are in second year. It introduces marketing research in approachable language and some of the chapters are very well aligned to my module's learning objectives and assessment.
An Excellent and easy to understand text which is very well recieved by the students. Covers the practicalities of research very well.
Very positive feedback from students regarding the suitability of the textbook. Book will also be used for the research thesis.
A very good text useful to support undergraduate Marketing Research courses. Contains very useful Discussion Questions and Case Study vignettes.
Each chapter starts with a mini case study, which prepares the readers for the chapter content, and ends with key terms and discussion questions, which are very useful for the students and the lecturer.
This book is among the best marketing research books I came across. It is easy, comprehensive and suitable for students. It covers both quantitative and qualitative methodology in-depth with lots of illustrative examples.
The most thing I like about this book is the discussion questions that will minimise the time and efforts needed to prepare a discussion questions for each lecture.
I will consider recommending this book as a core text for next year.
An excellent read with a very easy to understand approach to the subject matter.
Will be using the book in Semesters 1 and 2, thank you
Liked that it included information about Online surveys.
Replaced the tool book.
