Marketing Research

4th Edition

by Alan Wilson

This core textbook provides students with a concise and user-friendly overview of the marketing research process, taking a refreshingly non-technical approach.

The goal of this focused text is to equip students with the skills needed to interpret and implement the outcomes of such research to effectuate meaningful change. Keeping digital data and internet research at its heart, Marketing Research details the main stages of the research process, covering both quantitative and qualitative methods and offers a plethora of case studies and examples.