Marketing Research

Grounded in real-life practice with opening cases from well-known organisations and 10 detailed case histories of a variety of internationally-recognized brands

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.

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.

The book provides a practical but yet easy to understand approach to market research. Enriched with contemporary case studies, a must-have for research students seeking an easy to understand and practical text.
An excellent and up-to-date book for up-to-date learners of market research.
Reading this marketing research book centred around customer insight is a joyous experience. With the inclusion of new material on cutting-edge areas such as big data analytics and social media listening, this edition provides a fascinating demonstration of the need to integrate traditional marketing research approaches with user-generated content.
The textbook has clear and refreshingly brief explanations of marketing research concepts. In addition, there are many useful real-world examples helping students understand how research concepts could be applied.
This book is very well laid out and it is up to date with practical examples throughout to help students better understand the methods and concepts, particularly with respect to collecting qualitative and quantitative data as well as designing questionnaires.