Marketing research: an integrated approach: solving business problems: the value of marketing research

Authored book

Wilson, Alan, Johns, Raechel, Miller, Karen W. and Pentecost, Robin. 2010. Marketing research: an integrated approach: solving business problems: the value of marketing research. Frenchs Forest, NSW. Pearson Education Australia.
Book Title

Marketing research: an integrated approach: solving business problems: the value of marketing research

Book CategoryAuthored book
AuthorsWilson, Alan (Author), Johns, Raechel (Author), Miller, Karen W. (Author) and Pentecost, Robin (Author)
Number of Pages265
Year2010
PublisherPearson Education Australia
Place of PublicationFrenchs Forest, NSW
ISBN978144251042
Abstract

Marketing Research an Integrated Approach focuses on the importance of marketing research techniques to solve business problems. Although there are many good books on the market, many focus on the process of Marketing Research, but ignore the importance. This book discusses the marketing research process, from how to collct data to how to analyse it.This book is contemporary in its approach because we take into account the importance of qualitiative and quantitative research methods and practices. This differs to the traditional approach of a quantitative research methods book.Chapter headings: The role of marketing research in solving business problems; The marketing research process; The use and evaluation of secondary data; Qualitative research an overview; Qualitative research a comparison of research methods; Designing questionnaires; Sampling methods; Qualitative research collecting observation data; From fieldwork to analysing quantitative data; Quantitative research analysing quantitative data;Presenting and using the research results.

Keywordsmarketing research; solving business problems; the value of research to business
ANZSRC Field of Research 2020350606. Marketing research methodology
Byline AffiliationsNo affiliation
Faculty of Business
Griffith University
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