Marketing Research - Alan (University of Strathclyde Wilson - Bog

Market information is critical for any organisation to meet their strategic goals, and this textbook equips students with the necessary skills to undertake market research themselves or manage and oversee research projects undertaken by others. Keeping digital data and internet research at its heart, this textbook details the main stages of the research process with both quantitative and qualitative methods and includes a plethora of international case studies and examples.
This accessible textbook is the ideal companion for students of marketing research at diploma, undergraduate, postgraduate and MBA levels. This book is also written to support The Market Research SocietyΓÇÖs Diploma Module: Principles of Market and Social Research and Information.