Overview
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
The book, Marketing Research: A Concise Introduction [Bulk, Wholesale, Quantity] ISBN#9781526419262 in Hardcover by Bonita Kolb may be ordered in bulk quantities. Minimum starts at 25 copies. Availability based on publisher status and quantity being ordered.
Details
Format:
Hardcover
Publication Date:
01/02/2018
ISBN-10:
1526419262
ISBN-13:
9781526419262
Pages:
328
Publisher:
SAGE Publications
