Marketing research: planning, process, practice
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....
| Main Authors: | , , |
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| Format: | Book |
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SAGE Publishing
2017
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| _version_ | 1804072388706435072 |
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| author | Fourali, Chahid Benzo, Riccardo Mohsen, Marwa G. |
| author_facet | Fourali, Chahid Benzo, Riccardo Mohsen, Marwa G. |
| author_sort | Fourali, Chahid |
| collection | LMU |
| 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. |
| first_indexed | 2024-07-09T03:58:22Z |
| format | Book |
| id | oai:repository.londonmet.ac.uk:4883 |
| institution | London Metropolitan University |
| last_indexed | 2024-07-09T03:58:22Z |
| publishDate | 2017 |
| publisher | SAGE Publishing |
| record_format | eprints |
| spelling | oai:repository.londonmet.ac.uk:48832019-05-24T10:24:58Z http://repository.londonmet.ac.uk/4883/ Marketing research: planning, process, practice Fourali, Chahid Benzo, Riccardo Mohsen, Marwa G. 370 Education 650 Management & auxiliary services 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. SAGE Publishing 2017-11 Book PeerReviewed Fourali, Chahid, Benzo, Riccardo and Mohsen, Marwa G. (2017) Marketing research: planning, process, practice. SAGE Publishing, London. ISBN 9781446294369 https://uk.sagepub.com/en-gb/eur/author/chahid-fourali |
| spellingShingle | 370 Education 650 Management & auxiliary services Fourali, Chahid Benzo, Riccardo Mohsen, Marwa G. Marketing research: planning, process, practice |
| title | Marketing research: planning, process, practice |
| title_full | Marketing research: planning, process, practice |
| title_fullStr | Marketing research: planning, process, practice |
| title_full_unstemmed | Marketing research: planning, process, practice |
| title_short | Marketing research: planning, process, practice |
| title_sort | marketing research planning process practice |
| topic | 370 Education 650 Management & auxiliary services |
| work_keys_str_mv | AT fouralichahid marketingresearchplanningprocesspractice AT benzoriccardo marketingresearchplanningprocesspractice AT mohsenmarwag marketingresearchplanningprocesspractice |