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Marketing Research

2nd Edition

A Concise Introduction

Bonita Kolb
eISBN-13: 9781526422927

eBook Features

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Additional Book Details

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.

Sold By SAGE Publications
ISBNs 9781526419279, 9781526419279, 9781526419262, 9781526419262, 9781526422927, 9781526422934, 1526422921
Language English
Number of Pages 328
Edition 2nd