Marketing Research: Delivering Customer Insight

ISBN-13: 9781352001112 / Angielski / Miękka / 2018 / 385 str.

UK) Wilson Alan (University of Strathclyde

Opis

Market information is critical for any organisation to meet their strategic goals, and this textbook equips students with the necessary skills to undertake market research themselves or manage and oversee research projects undertaken by others.

Spis treści

Chapter 1: The role of marketing research and customer information in decision making.- Chapter 2: The marketing research process.- Chapter 3: Secondary data, customer databases and big data analytics.- Chapter 4: Collecting observation data and social media listening.- Chapter 5: Collecting qualitative data.- Chapter 6: Collecting quantitative data.- Chapter 7: Designing questionnaires.- Chapter 8: Sampling methods.- Chapter 9: Analysing qualitative data.- Chapter 10: Analysing quantitative data.- Chapter 11: Presenting the research results.- Marketing research in action: case histories.

O autorze

Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice. He has written numerous articles on marketing research and has received a number of awards for his publications. He is a Senior Examiner for The Market Research Society and a member of their professional development advisory board. He serves on the editorial board of the International Journal of Market Research and is a fellow of both the Chartered Institute of Marketing and The Market Research Society.