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Marketing Research
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Marketing Research
Planning, Process, Practice

  • Riccardo Benzo - Birbeck College, University of London
  • Marwa G. Mohsen - Prince Mohammad Bin Salman College of Business and Entrepreneurship (MBSC), KAEC, Saudi Arabia
  • Chahid Fourali - London Metropolitan University, UK

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Marketing Research

© 2017 | 432 pages | SAGE Publications Ltd
Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.

The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research.

To aid students in their research project, each chapter features a collection of learning features, such as:
  • Case studies and international real-world examples
  • Ethics boxes – Highlighting ethical implications in research projects
  • Advanced boxes – Signaling more challenging topics students can return to after they have mastered the basics
  • Activity boxes – Encouraging students to understand how what they have learned applies to their own experiences

The book is complemented by a range of online resources, including PowerPoint slides, multiple choice questions, free online exercise links, and discussion guides for Case Study & Additional Reading sections.

Suitable reading for students who are undertaking a marketing research project.

 
Part I: Setting Up Marketing Research
 
Chapter 1: (Introduction) Adding Value with Marketing Research
 
Chapter 2: Identifying Marketing-Related (Business) Islsues
 
Chapter 3: Secondary Research: Facts and Theory
 
Part II: Planning Marketing Research
 
Chapter 4: Conceptualising Research: From Secondary to Primary Research
 
Chapter 5: Marketing Research Designs
 
Chapter 6: Sampling
 
Part III: Qualitative Research in Marketing
 
Chapter 7: Qualitative Research Methods: Elements of a Good Design
 
Chapter 8: Determining a Robust Qualitative Research Approach: Reviewing the Methodological and Data Gathering Options
 
Chapter 9: The Merits of Mixed Design Research Methodology: Illustration Through Action Research and Case Studies
 
Chapter 10: From Theory to Practice: Illustrating the Qualitative Research Process
 
Part IV: Quantitative Research in Marketing
 
Chapter 11: Hypothesis Building and Testing
 
Chapter 12: Quantitative Research Methodology
 
Chapter 13: Questionnaire Design and Data Preparation for Analysis
 
Chapter 14: Data Analysis Using Descriptive and Inferential Statistics
 
Part V: Reporting Marketing Research
 
Chapter 15: Discussing Findings, Drawing Recommendations & Conclusions: Writing the Research Report

Supplements

Click for online resources
  • Multiple Choice Questions
  • Additional materials and discussion guides for Case Study & Additional Reading sections
  • Free online exercise links
  • Video links
  • Powerpoint Slides

Marketing Research offers clear guidance for undergraduate and Masters students wishing to undertake a marketing research project. Written in a lively and informative manner and covering both qualitative and quantitative designs, the book supports the student throughout the entire research process from setting up and planning to reporting the findings.

Mark Saunders
Professor of Business Research Methods, University of Birmingham

This textbook offers a fresh perspective on marketing research by using an easy-to-understand language and a wide range of pertinent cases and examples to convey complex concepts. An essential read for every student embarking on the adventures of a research journey!

George Christodoulides
Professor of Marketing and Assistant Dean for Research, Birkbeck, University of London

The book can be used as a guide to all aspects of the scientific rule-based implementation of marketing questions and is therefore suitable for lecturers as a source of ideas for teaching as well as a source of knowledge for specific content. The complex content of marketing research is well comprehensible, so that students can use the book during their studies and later in their professional life - for example, to look up individual aspects of the planning process or methodological issues.

Mr Dirk Schultze
Mass Communications, Mittweida University of Applied Sci's
September 7, 2018

This very well-designed book is an inspiring source for theoretical teaching, but also for practical application. I address the content very specifically in my lecture and recommend students to read certain sections in parallel with the lecture. I get feedback from students that they have understood these contents very well and have already been able to apply these contents in practice in their profession ( for people who work professionally during their studies). This gives your own lecture additional relevance for these students.

Translated with www.DeepL.com/Translator

Mr Wolfgang Kotowski
Aberdeen Business School, Robert Gordon University
November 28, 2017

This very well-designed book is an inspiring source for theoretical teaching, but also for practical application. I address the content very specifically in my lecture and recommend students to read certain sections in parallel with the lecture. I get feedback from students that they have understood these contents very well and have already been able to apply these contents in practice in their profession ( for people who work professionally during their studies). This gives your own lecture additional relevance for these students.

Mr Wolfgang Kotowski
Aberdeen Business School, Robert Gordon University
November 10, 2017

Sample Materials & Chapters

Chapter 2: Identifying Marketing-Related (Business) Issues


Preview this book

Riccardo Benzo

Riccardo is a Member of the Chartered Institute of Marketing (MCIM) and a Fellow of the Higher Education Academy (HEA). He has over twenty years of experience gained across multiple sectors and in marketing, sales and commercial roles for international organisations, leading and managing teams of professionals. In 2008, he founded Managing Expectations to provide a vehicle for market research, consulting and training. At the same time, he has been involved in teaching and supervising undergraduate and post-graduate students on a number of subjects including marketing and business research. He conducted and commissioned several research... More About Author

Marwa Gad Mohsen

Marwa Gad Mohsen is an experienced scholar and researcher with a background in industry. At the start of her career, she worked as a practitioner for many years through contributing in various roles in Egyptian-EU funded programs, supporting and upgrading SMEs in various sectors. Marwa then embarked upon her academic career in the UK. Over years, she contributed to research and teaching at UK and international institutions. Marwa is an Associate Professor of Marketing and Founding Faculty at Prince Mohammad Bin Salman College of Business and Entrepreneurship (MBSC) in KSA. Marwa is a Fellow of HEA (UK) and a Global Fellow of Babson College... More About Author

Chahid Fourali

Dr Chahid Fourali (IoE, UCL) has backgrounds in psychology, education and marketing and has published in all three areas. He led the consultation with the UK Government to set up the Marketing and Sales Standards Setting Body, which he then led for eight years, as well as, the development of three sets of world-class national occupational standards (in Marketing, Sales and Social Marketing) that were supported by many internationally recognized marketing/business gurus. These standards are now the basis for all nationally recognized qualifications in the UK in the three professional areas. Dr Fourali is Senior Lecturer in Management at the... More About Author

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