Marketing Research: A Managerial Approach

Marketing Research: A Managerial Approach is a new textbook that provides a comprehensive and easy-to-understand explanation of the market research process, with a strong focus on digital and observation-based research. It offers balanced coverage of qualitative and quantitative methodologies and includes learning features such as suggested journal articles, key terms, review questions, and discussion questions. The textbook is suitable for all students studying marketing research at undergraduate or postgraduate level, and is authored by Dr. Al Marshall, a Senior Lecturer in Marketing and Postgraduate Coordinator at Le Cordon Bleu.

Format: Paperback / softback
Length: 296 pages
Publication date: 11 March 2023
Publisher: SAGE Publications Ltd

Marketing Research: A Managerial Approach is a comprehensive and user-friendly textbook that delves into the intricate world of market research. Authored by Dr. Al Marshall, a Senior Lecturer in Marketing and Postgraduate Coordinator at Le Cordon Bleu, the book offers a clear and concise explanation of the market research process, making it accessible to students of all levels.

The author begins by discussing the fundamental elements of market research, including problem identification, methodologies, data collection, analysis, and reporting. Recognizing the evolving role of digital and observation-based research in marketing research practice, the book provides balanced coverage of both qualitative and quantitative methodologies. This ensures that students gain a comprehensive understanding of the various research approaches and are equipped to apply them in real-world scenarios.

One of the key strengths of Marketing Research: A Managerial Approach is its practical focus. The textbook provides the right balance of theoretical knowledge and practical skills required for students who aspire to become marketers and plan to work with market research agencies rather than conduct the research themselves. Learning features such as suggested journal articles, key terms, review questions, and discussion questions further enhance the learning experience and encourage students to engage with the material actively.

Extensive examples are provided throughout the textbook, illustrating the application of market research concepts in various industries and scenarios. These examples help students to grasp the practical implications of market research and reinforce their understanding of the subject matter. Additionally, the textbook offers a range of online resources for lecturers, including PowerPoint slides, a Teaching Guide, and videos, which further support the teaching and learning process.

Marketing Research: A Managerial Approach is suitable for all students studying marketing research at either an undergraduate or postgraduate level. The book's clear and concise writing style, coupled with its comprehensive coverage and practical insights, makes it an invaluable resource for anyone seeking to excel in the field of market research.

With his extensive experience in market research consultancies across different countries, Dr. Al Marshall brings a wealth of knowledge and expertise to the textbook. His passion for the subject and commitment to student success make Marketing Research: A Managerial Approach a must-read for anyone interested in pursuing a career in marketing or expanding their knowledge in this area.

In conclusion, Marketing Research: A Managerial Approach is a groundbreaking textbook that offers a comprehensive and accessible introduction to market research. Authored by a highly experienced lecturer, the book provides students with the theoretical knowledge and practical skills needed to excel in the field. With its balanced coverage of qualitative and quantitative methodologies, practical focus, and extensive learning resources, Marketing Research: A Managerial Approach is an invaluable tool for anyone seeking to pursue a career in marketing or expand their knowledge in this area.

Weight: 618g
Dimension: 188 x 245 x 21 (mm)
ISBN-13: 9781446256152