You are here

Marketing Research

Marketing Research
A Practical Approach

Other Titles in:
Marketing Research

April 2008 | 312 pages | SAGE Publications Ltd
A companion website is available for this text

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.

Introduction to Marketing Research
Research as a Process
Determining the Research Question
The Research Proposal
Cultural Considerations for Marketing Research
Conducting Secondary Research
Choosing Participants for Qualitative Research
Planning and Conducting Focus Groups
In-depth, Intercept and Expert Interviews
Projective, Observational, Ethnography and Grounded Theory Techniques
Determining Probability Samples
Questionnaire Design
Conducting Surveys
Analyzing Verbal and Other Qualtitative Data
Analyzing Numerical Data
Report Writing and Presentation

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.

Mrs Kristen Marshall
Business School, Edinburgh Napier University
October 16, 2015

An Excellent and easy to understand text which is very well recieved by the students. Covers the practicalities of research very well.

Mr Patrick Mates
School of Business @ Management, Waterford Institute of Technology
March 21, 2012

Very positive feedback from students regarding the suitability of the textbook. Book will also be used for the research thesis.

Mr Simon Taylor
Business School, Institute of Marketing Management
January 2, 2012

A very good text useful to support undergraduate Marketing Research courses. Contains very useful Discussion Questions and Case Study vignettes.

Mr Dave Bamber
Business & Management, Liverpool Hope University
December 5, 2011

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.

Dr Rania Mostafa
Marketing and PR, Leeds Metropolitan University
January 18, 2011

An excellent read with a very easy to understand approach to the subject matter.

Mr Patrick Mates
School of Business @ Management, Waterford Institute of Technology
November 15, 2010

Will be using the book in Semesters 1 and 2, thank you

Dr Gilbert Zvobgo
Dept of Business & International Stud, London South Bank University
September 15, 2010

Liked that it included information about Online surveys.

Replaced the tool book.

Ms Cheryl Lawson
Extensions Marketing, University of California - Riverside
April 6, 2010

Sample Materials & Chapters

PDF File of Chapter One

PDF File of Chapter Two

Preview this book

Bonita Kolb

Dr. Bonita Kolb has taught marketing to undergraduate and graduate students in both the US and Europe. Now a Professor Emeritus at Lycoming College, she continues to write and research on issues related to tourism. A resident of Nashville, Tennessee in the US, she is involved in promoting tourism and studying its economic effects.  More About Author

Purchasing options

Please select a format:

ISBN: 9781412947978

SAGE Knowledge is the ultimate social sciences digital library for students, researchers, and faculty. Hosting more than 4,400 titles, it includes an expansive range of SAGE eBook and eReference content, including scholarly monographs, reference works, handbooks, series, professional development titles, and more.

The platform allows researchers to cross-search and seamlessly access a wide breadth of must-have SAGE book and reference content from one source.

SAGE Research Methods is a research methods tool created to help researchers, faculty and students with their research projects. SAGE Research Methods links over 175,000 pages of SAGE’s renowned book, journal and reference content with truly advanced search and discovery tools. Researchers can explore methods concepts to help them design research projects, understand particular methods or identify a new method, conduct their research, and write up their findings. Since SAGE Research Methods focuses on methodology rather than disciplines, it can be used across the social sciences, health sciences, and more.