Produktdetaljer
Biographical note
Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice. He has written numerous articles on marketing research and has received a number of awards for his publications. He is a Senior Examiner for The Market Research Society and a member of their professional development advisory board. He serves on the editorial board of the International Journal of Market Research and is a fellow of both the Chartered Institute of Marketing and The Market Research Society.The book provides a practical but yet easy to understand approach to market research. Enriched with contemporary case studies, a must-have for research students seeking an easy to understand and practical text.
Shelton Giwa, De Montfort University, UK
An excellent and up-to-date book for up-to-date learners of market research.
Wei Shao, Griffith University, Australia
Reading this marketing research book centred around customer insight is a joyous experience. With the inclusion of new material on cutting-edge areas such as big data analytics and social media listening, this edition provides a fascinating demonstration of the need to integrate traditional marketing research approaches with user-generated content.
Tamer Elsharnouby, Qatar University, Qatar
The textbook has clear and refreshingly brief explanations of marketing research concepts. In addition, there are many useful real-world examples helping students understand how research concepts could be applied.
Yi-Chun Ou, Leeds University, UK
This book is very well laid out and it is up to date with practical examples throughout to help students better understand the methods and concepts, particularly with respect to collecting qualitative and quantitative data as well as designing questionnaires.
Naser Pourazad, Flinders University, Australia