Marketing Research (6th Edition)
David F Birks; Dan Nunan; Naresh K MalhotraSinopsis ebook
Marketing Research Applied Insight 6th Edition by Nunan Birks and Malhotra is the leading marketing research text focused on the key challenges facing marketing research in a European context This comprehensive text offers a clear explanation and discussion of concepts and a wealth of European and international case material showing how researchers apply concepts and techniques It also integrates with online resources for students including key discussion points This book supports both qualitative and quantitative research methods through Introducing the transactional stages of marketing research of problem definition developing approach and design data collection analysis and communicating the research findings Using real research case studies of how companies address specific managerial problems and implement research as well as real life marketing situations and exercises to tackle in every chapter Applying marketing research to current marketing challenges such as social media mobile marketing customer value experiential marketing satisfaction loyalty customer equity brand equity and management relationship marketing creativity and design and socially responsible marketing