Marketing research : delivering customer insight
Wilson, Alan, 1958-2019
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This core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach. The goal is to equip students with the skills needed to interpret and implement the outcomes of such research to effectuate meaningful change. Keeping digital data and internet research at its heart, 'Marketing Research' details the main stages of the research process, covering both quantitative and qualitative methods and offers a plethora of case studies and examples.
Main title:
Marketing research : delivering customer insight / Alan Wilson.
Author:
Wilson, Alan, 1958-, author
Edition:
4th edition.
Imprint:
London : Red Globe Press, 2019.
Collation:
xxiii, 383 pages : illustrations (colour) ; 26 cm
Notes:
Previous edition: 2012.Includes index.Includes bibliographical references and index.
Audience:
Specialized.
ISBN:
9781352001112 (pbk. :)
Dewey class:
658.83
Language:
English
BRN:
1864623