Marketing research: planning, process, practice

Fourali, Chahid, Benzo, Riccardo and Mohsen, Marwa G. (2017) Marketing research: planning, process, practice. SAGE Publishing, London. ISBN 9781446294369

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Abstract / Description

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.

Item Type: Book
Uncontrolled Keywords: marketing research; research projects; designing; planning
Subjects: 300 Social sciences > 370 Education
600 Technology > 650 Management & auxiliary services
Department: Guildhall School of Business and Law
Depositing User: Chahid Fourali
Date Deposited: 24 May 2019 10:24
Last Modified: 24 May 2019 10:24

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