Disable VAT on Taiwan

Unfortunately, as of 1 January 2020 SAGE Ltd is no longer able to support sales of electronically supplied services to Taiwan customers that are not Taiwan VAT registered. We apologise for any inconvenience. For more information or to place a print-only order, please contact uk.customerservices@sagepub.co.uk.

Marketing Research
A Concise Introduction

Second Edition

Bonita Kolb - Lycoming College

Additional resources:

Other Titles in:
Marketing Research

November 2017 | 328 pages | SAGE Publications Ltd

An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

The 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 is complemented by chapter specific lecturer PowerPoint slides.

Suitable reading for students who are new to marketing research.

Part 1: Introduction to Uses and Methods of Marketing Research

Chapter 1: Introduction To Marketing Research

Chapter 2: Research as a Process

Chapter 3: Determining The Research Question

Chapter 4: The Research Proposal

Chapter 5: Cultural Considerations for Marketing Research

Chapter 6: Conducting Secondary Research

Part 2: Qualitative Marketing Research

Chapter 7: Choosing Participants For Qualitative Research

Chapter 8: Planning and Conducting Focus Groups

Chapter 9: In-depth, Intercept and Expert Interviews

Chapter 10: Projective, Observational and Netnography Techniques

Part 3: Quantitative Marketing Research

Chapter 11: Determining Probability Samples

Chapter 12: Questionnaire Design

Chapter 13: Conducting Surveys

Part 4: Analyzing and Reporting Findings

Chapter 14: Analyzing Verbal And Other Qualitative Data

Chapter 15: Analyzing Numerical Data

Chapter 16: Report Writing And Presentation

Supplements

Click for online resources
PowerPoint slides for each chapter

This text provides a broad, yet thorough, coverage of marketing research techniques with an excellent balance between conventional and contemporary qualitative and quantitative design. It is a valued addition to all marketing research courses.

Dr. Vish Maheshwari

Head of Business, Management and Marketing, School of Business, Leadership and Economics, Staffordshire University

Extremely good course book on the concepts of market research, with excellent examples that students can use

Mrs Danielle Vipond

Business School, Oldham College

January 4, 2018

Report this review