Marketing research: an integrated approach, 1st Australian edition

Wilson, A.M. and Jones, R. and Miller, K. and Pentecost, R. (2009) Marketing research: an integrated approach, 1st Australian edition. Pearson Australia, Australia. ISBN 9781442517042

Full text not available in this repository.

Abstract

Marketing Research is the only Australian marketing research text that focuses equal attention on both qualitative and quantitative research processes, making it one of the most comprehensive and holistic books in this discipline. This concise book places marketing research in the bigger picture of the marketing function 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 text aims to be concise and easy to read, so all large complicated formulas have been moved to the appendix of each chapter. Students will read and understand the most crucial parts of the chapter and not be 'side-tracked' by trying to memorise big formulas. The authors show how marketing research can be applied to SME's as well as large corporations. Four comprehensive booklets on the most popular qualitative and quantitative marketing research software packages available have been written and are available online to support the text. This book is ideal for those taking a short course in marketing research for the first time.

Author(s):	Wilson, A.M. ORCID: https://orcid.org/0000-0002-5491-1876, Jones, R., Miller, K. and Pentecost, R.
Item type:	Book
ID code:	15410
Keywords:	marketing research, marketing, business, Marketing. Distribution of products
Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
Department:	Strathclyde Business School > Marketing Faculty of Science > Strathclyde Institute of Pharmacy and Biomedical Sciences
Depositing user:	Professor Alan Wilson
Date deposited:	22 Jan 2010 17:34
Last modified:	08 Jan 2020 18:09
Related URLs:	Publisher
URI:	https://strathprints.strath.ac.uk/id/eprint/15410
Export data:

CORE (COnnecting REpositories)