Marketing Research
2nd Edition
A Concise Introduction
eBook Features
-
Read Anywhere
Read your book anywhere, on any device, through RedShelf's cloud based eReader.
-
Digital Notes and Study Tools
Built-in study tools include highlights, study guides, annotations, definitions, flashcards, and collaboration.
-
Text-to-Speech Compatible
Have the book read to you!
-
Offline Access
(
100% )
The publisher of this book allows a portion of the content to be used offline.
-
Printing
(
20%
)
The publisher of this book allows a portion of the content to be printed.
-
Copy/Paste
(
20% )
The publisher of this book allows a portion of the content to be copied and pasted into external tools and documents.
Additional Book Details
An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time. <br/> <br/> <p>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. </p> <p>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:</p> 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 <br/> <p>The book is complemented by chapter specific lecturer PowerPoint slides.<br/> <br/> Suitable reading for students who are new to marketing research.</p>
| Sold By | SAGE Publications |
|---|---|
| ISBNs | 9781526422934, 1526422921, 9781526419262, 9781526419279, 9781526422927, 9781526419262, 9781526419279 |
| Language | English |
| Number of Pages | 328 |
| Edition | 2nd |