Aimed at post-introductory Marketing undergraduates and postgraduate students, this UK textbook provides a comprehensive coverage of approaches, methods and applications of market research in a primarily European and international context. It compares and contrasts research from both academic and client-based perspectives.
Aimed at post-introductory Marketing undergraduates and postgraduate students, Marketing Research is the first UK textbook to offer the advantages of presentation and format associated with a US textbook, yet still provide a comprehensive coverage of approaches, methods and applications of market research in a primarily European and international context.Unlike other textbooks which implicitly focus on client-based research, Marketing Research compares and contrasts research from both academic and client-based perspectives.This text has an innovative approach which focuses on the need for market research to be viewed on a systemic level, as an integrated creative process, composed of varying practical and theoretical approaches which can be tailored to each research project.
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