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The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Marketing research: an integrated approach 2nd edition

Wilson, A.M. (2006) Marketing research: an integrated approach 2nd edition. FT Prentice Hall. ISBN 027369474X

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Abstract

This concise book places marketing research in the bigger picture of marketing and demonstrates how marketing research and its understanding should be seen as a key element of marketing rather than a backroom activity performed by statisticians. The structure of this book closely follows the core elements of the MRS/CIM Marketing Research and Information Module, so will be ideal for those students studying towards these diplomas. This book is also ideal for those taking a short course in marketing research for the first time.