While many existing books ignore the theories that underpin
commercial market research methods, this exciting new title places
research in the context of those theories that influence the
development and implementation of research. The book will help
students grasp why marketing research is undertaken as well as how
it is undertaken. Throughout a balance is struck between coverage
of quantitative and qualitative research. Students' learning is
supported and consolidated by pedagogical features that include: -
Chapter introductions with learning objectives and chapter
summeries - Boxed case examples from marketing and market research
practitioners illustrating key issues discussed in chapters -
Questions for discussion with each chapter - Suggestions for
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