Marketing Research
Delivering Customer Insight
- Textbook
Marketing Research
Delivering Customer Insight
- Textbook
Description
Taking a refreshingly non-technical approach, this textbook gives students a concise overview of the marketing research process.
This text equips students with the skills needed to interpret research and use their findings to effect meaningful change. Keeping digital data and internet research at its heart, it details the main stages of the research process, covering both quantitative and qualitative methods. A plethora of case studies and examples helps students grasp the practical applications of theory.
This textbook is ideal for use on marketing research courses at undergraduate, postgraduate and MBA levels.
New to the 5th edition:
- Updated cases, examples and business environment terminology incorporating recent developments in the industry
- New feature within each chapter setting out the potential role of artificial intelligence
- Expanded material on experimental research and virtual test markets
Accompanying free online resources designed to support teaching and learning can be found at www.bloomsburyonlineresources.com/marketing-research
Accessibility Information
Additional accessibility information
- EPUB 3.0
- Conforms with the requirements of EPUB Accessibility Spec v1.1
- WCAG level AA
- WCAG v2.2 compliant
- accessibility@bloomsbury.com
Hazards
The publication contains no hazards
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- No accessibility features offered by the reading system, device or reading software are disabled or otherwise unusable with the product
- Has alternative text descriptions for images
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Appearance of the text and page layout can be modified according to the capabilities of the reading system (font family and size, spaces, as well as color of background and text)
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- Page list to go to pages from the print source version
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Rich content
Language tagging provided
Table of Contents
2. The marketing research process
3. Secondary data, customer databases and big data analytics
4. Collecting observation data and social media listening
5. Collecting qualitative data
6. Collecting quantitative data
7. Designing questionnaires
8. Sampling methods
9. Analysing qualitative data
10. Analysing quantitative data
11. Presenting the research results
Marketing research in action: case histories
Product details
| Published | Mar 19 2026 |
|---|---|
| Format | Ebook (Epub & Mobi) |
| Edition | 5th |
| Pages | 448 |
| ISBN | 9781350442795 |
| Imprint | Bloomsbury Academic |
| Illustrations | 63 photos, 13 tables, 18 figures |
| Publisher | Bloomsbury Publishing |
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