Marketing Research : Delivering Customer Insight

Wilson, Alan (2018) Marketing Research : Delivering Customer Insight. Macmillan, London. ISBN 9781352001112

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Market information and customer insight are critical factors in helping successful businesses to meet their strategic goals. Now in its fourth edition, this popular and user-friendly text will equip you with all the tools you need to find facts, interpret the meaning of research, and analyse its impact on developing new marketing approaches strategically. Keeping digital data and internet research at its heart, Marketing Research provides a refreshingly non-technical introduction to the field. It details the central stages of the research process, covering both quantitative and qualitative methods, and offers a plethora of international case studies and examples. This fourth edition of Marketing Research has been comprehensively reviewed and updated throughout to reflect new industry developments and best practice. Key changes include expanded content on qualitative analysis, fresh material on cutting-edge hot topics, added ‘Industry Viewpoint’ features incorporating the latest thinking from practitioners, a bespoke suite of author and practitioner insight videos, and a wide range of new cases and examples.


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