Marketing Research
Planning, Process, Practice
- Riccardo Benzo - Birbeck College, University of London
- Marwa G. Mohsen - Prince Mohammad Bin Salman College of Business and Entrepreneurship (MBSC), KAEC, Saudi Arabia
- Chahid Fourali - London Metropolitan University, UK
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.
This very well-designed book is an inspiring source for theoretical teaching, but also for practical application. I address the content very specifically in my lecture and recommend students to read certain sections in parallel with the lecture. I get feedback from students that they have understood these contents very well and have already been able to apply these contents in practice in their profession ( for people who work professionally during their studies). This gives your own lecture additional relevance for these students.
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This very well-designed book is an inspiring source for theoretical teaching, but also for practical application. I address the content very specifically in my lecture and recommend students to read certain sections in parallel with the lecture. I get feedback from students that they have understood these contents very well and have already been able to apply these contents in practice in their profession ( for people who work professionally during their studies). This gives your own lecture additional relevance for these students.
