Alan Wilson

Marketing Research

Delivering Customer Insight

• Broschiertes Buch

Produktbeschreibung

This textbook gives students an overview of the marketing research process and equips them with the skills to use research to effect meaningful change.

Produktdetails

• Verlag: Bloomsbury Academic
• 5th edition
• Seitenzahl: 408
• Erscheinungstermin: 14. Mai 2026
• Englisch
• Abmessung: 246mm x 189mm x 28mm
• Gewicht: 454g
• ISBN-13: 9781350442788
• ISBN-10: 135044278X
• Artikelnr.: 74320040

Autorenporträt

Alan Wilson is Emeritus Professor of Marketing at the University of Strathclyde Business School, UK. He is a fellow of the Market Research Society.

Inhaltsangabe

1. The role of marketing research and customer information in decision
making
2. The marketing research process
3. Secondary data, customer databases and big data analytics
4. Collecting observation data and social media listening
5. Collecting qualitative data
6. Collecting quantitative data
7. Designing questionnaires
8. Sampling methods
9. Analysing qualitative data
10. Analysing quantitative data
11. Presenting the research results
Marketing research in action: case histories