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Marketing Research
Delivering Customer Insight
Brief 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...
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See moreThis textbook gives students an overview of the marketing research process and equips them with the skills to use research to effect meaningful change.
This textbook gives students an overview of the marketing research process and equips them with the skills to use research to effect meaningful change.
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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.
Book Details
INFORMATION
ISBN: 9781350442788
Publisher: Bloomsbury Publishing PLC
Format: Paperback / softback
Date Published: 19 March 2026
Country: United Kingdom
Imprint: Bloomsbury Academic
Edition: 5th edition
Illustration: 63 photos, 13 tables, 18 figures
Audience: Tertiary education
DIMENSIONS
Spine width: 18.0mm
Width: 190.0mm
Height: 246.0mm
Weight: 880g
Pages: 448
About the Author
Alan Wilson is Professor of Marketing at the University of Strathclyde Business School, UK. He is an examiner for the Market Research Society.
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