Marketing Research: A Concise Introduction

This is an introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

The new Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment.

The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including:

• Europe – Renault (France), Miele (Germany) & Online grocery markets in France and Germany.
• Africa – The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya
• Australia – Campos Coffee
• Asia – Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea

Table of Contents

Part 1 – INTRODUCTION TO USES AND METHODS OF MARKETING RESEARCH
Chapter 1 Introduction to Marketing Research
Chapter 2 Research as a Process
Chapter 3 Determining the Research Question
Chapter 4 The Research Proposal
Chapter 5 Cultural Considerations for Marketing Research
Chapter 6 Conducting Secondary Research

Part 2 – QUALITATIVE MARKETING RESEARCH
Chapter 7 Choosing Participants for Qualitative Research
Chapter 8 Planning and Conducting Focus Groups
Chapter 9 In-depth, Intercept and Expert Interviews
Chapter 10 Projective, Observational and Netnography Techniques

Part 3 – QUANTITATIVE MARKETING RESEARCH
Chapter 11 Determining Probability Samples
Chapter 12 Questionnaire Design
Chapter 13 Conducting Surveys

Part 4 – ANALYZING AND REPORTING FINDINGS
Chapter 14 Analyzing Verbal and Other Qualitative Data
Chapter 15 Analyzing Numerical Data
Chapter 16 Report Writing and Presentation