{"product_id":"9780627040238","title":"Marketing Research","description":"\u003cp\u003eIn order to offer the correct product or service to the right consumer at the right time, the marketer needs to have a comprehensive understanding of both the consumer and the marketing environment. To gain this vital knowledge, market research is required. Marketing research therefore offers an extensive overview of what this nature of research entails.\u003cbr\u003e\u003cbr\u003eMarketing research introduces the marketing research process and explains how to select appropriate research designs and methods. In light of the increasing importance of qualitative research for uncovering deeper insights, it includes a dedicated section on qualitative methods and discusses the integration of mixed methods approaches.\u003cbr\u003e\u003cbr\u003eContents include the following:\u003cbr\u003e\u003cbr\u003eConducting market research in the corporate world\u003cbr\u003eEthical research in marketing\u003cbr\u003eResearch paradigms and designs\u003cbr\u003eConducting secondary research\u003cbr\u003eDefining the research problem, specifying research questions or objectives and propositions\u003cbr\u003eSelecting informants and respondents\u003cbr\u003eEnsuring rigour in both qualitative and quantitative research\u003cbr\u003eSpecific considerations for qualitative marketing research\u003cbr\u003eSpecific considerations for quantitative marketing research\u003cbr\u003eMixed methods marketing research\u003cbr\u003e \u003cbr\u003e\u003cbr\u003eMarketing research is aimed at both students and marketing professionals. This exciting first edition\u003cbr\u003eprovides a comprehensive overview of the key concepts, methods and practices involved in this\u003cbr\u003efield.\u003c\/p\u003e\n\u003cdiv class=\"book-contributors\"\u003e\n  \u003cp class=\"contributor-item\"\u003e\n    \u003cspan class=\"contributor-role\"\u003eAuthor\u003c\/span\u003e\n    \u003ca href=\"\/search?q=Author+N+Cunningham\" class=\"contributor-link\"\u003eN Cunningham\u003c\/a\u003e\n  \u003c\/p\u003e\n\u003c\/div\u003e","brand":"N Cunningham","offers":[{"title":"Default Title","offer_id":47379718373539,"sku":"9780627040238","price":620.0,"currency_code":"ZAR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0741\/7836\/3555\/files\/img_9780627040238_69965683-08aa-47fd-b869-71cd3fe74f0e.jpg?v=1776803182","url":"https:\/\/graffitibooks.co.za\/products\/9780627040238","provider":"Graffiti Books","version":"1.0","type":"link"}