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Marketing Research
A Practical Approach

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Marketing Research
312 pages | SAGE Publications Ltd
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Essential to any student of the discipline, this innovative new book offers a uniquely comprehensive and applied approach to both understanding and designing market research. Sensitively balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is a vastly accessible, useful, and insightful text. This is a valuable resource both for the novice researcher, and for those more familiar with the discipline.

Drawing on many years of academic teaching experience, the author crafts a comprehensive and practical student text with an emphasis on both critical thinking and hands-on application. Providing several real life case studies - from the large corporation, through to the small business or the nonprofit organization - Marketing Research is packed with useful learning features such as key terms, definitions, and discussion topics. Offering comprehensive support from a companion website, this book is an indispensable guide to the varied domains of market research.  
 
PART ONE: INTRODUCTION TO USE AND METHODS OF MARKETING RESEARCH
 
Introduction to Marketing Research
 
Research as a Process
 
Determining the Research Question
 
The Research Proposal
 
Cultural Considerations for Marketing Research
 
Conducting Secondary Research
 
PART TWO: QUALITATIVE MARKETING RESEARCH
 
Choosing Participants for Qualitative Research
 
Planning and Conducting Focus Groups
 
In-depth, Intercept and Expert Interviews
 
Projective, Observational, Ethnography and Grounded Theory Techniques
 
PART THREE: QUANTITATIVE MARKETING RESEARCH
 
Determining Probability Samples
 
Questionnaire Design
 
Conducting Surveys
 
PART FOUR: ANALYZING AND REPORTING FINDINGS
 
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
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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
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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
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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
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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
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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
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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
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Liked that it included information about Online surveys.

Replaced the tool book.

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

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