Absolute Essentials of Marketing Research

This textbook provides students with a comprehensive overview of marketing research, covering the full process from hypothesis development to data analysis and recommendations. It is mapped closely to the structure of a typical Marketing Research module and includes essential summaries, discussion questions, and worksheets as supplementary resources.

Format: Hardback
Length: 114 pages
Publication date: 29 December 2021
Publisher: Taylor & Francis Ltd

This comprehensive textbook offers students a concise yet thorough exploration of the core principles of marketing research. Aligned closely with the structure of a typical Marketing Research module, the book guides students through the entire process, from formulating hypotheses and defining research questions to designing and executing research, and ultimately analyzing data and drawing conclusions. Each chapter begins with a vital summary and concludes with discussion questions that serve as valuable teaching resources. Additionally, worksheets are provided as a supplementary resource to aid in the development of a comprehensive marketing research plan.

Designed with a focus on the essential aspects of the field, this textbook serves as an ideal complement to the more extensive texts available, making it suitable for undergraduate and postgraduate Marketing Research modules. By providing a solid foundation in marketing research, this textbook equips students with the knowledge and skills necessary to excel in this dynamic and rapidly evolving field.

Weight: 268g
Dimension: 143 x 224 x 13 (mm)
ISBN-13: 9780367760335