Marketing Research: A Concise Introduction

This is an introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

The new Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment.

The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including:

• Europe - Renault (France), Miele (Germany) & Online grocery markets in France and Germany.
• Africa - The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya
• Australia - Campos Coffee
• Asia - Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea

Author: Bonita Kolb

Publisher: Sage Publications Ltd

Publication Date: Nov 15, 2017

Number of Pages: 328 pages

Binding: Hardback or Cased Book

ISBN-10: 1526419262

ISBN-13: 9781526419262