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Marketing Research

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Marketing Research

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Paperback

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Marketing Research by Alan Wilson
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Description

Market information is critical for any organisation to meet their strategic goals, and this textbook equips students with the necessary skills to undertake market research themselves or manage and oversee research projects undertaken by others. Keeping digital data and internet research at its heart, this textbook details the main stages of the research process with both quantitative and qualitative methods and includes a plethora of international case studies and examples. This accessible textbook is the ideal companion for students of marketing research at diploma, undergraduate, postgraduate and MBA levels. This book is also written to support The Market Research Society's Diploma Module: Principles of Market and Social Research and Information.

Author Biography

Alan Wilson is Professor of Marketing at the University of Strathclyde Business School and Senior Examiner for the Chartered Institute of Marketing and The Market Research Society. Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice. He has written numerous articles on marketing research and has received a number of awards for his publications. He is also a fellow of both the Chartered Institute of Marketing and The Market Research Society.
Release date NZ
March 13th, 2018
Author
Country of Publication
United Kingdom
Edition
4th ed. 2018
Illustrations
Approx. 390 p.
Imprint
Palgrave
ISBN-13
9781352001112
Product ID
26797628

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