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Marketing Research, 1st Edition gives you a comprehensive and accessible introduction to using market research to make informed business decisions. It blends theory with practical applications, helping you build a strong understanding of how marketing research works in real-world contexts. With examples from Australia and New Zealand throughout, the content stays relevant and relatable, especially for students majoring in Marketing.
Features
- Real-world applications: Learn through real data, real people, and real research—preparing you to design, conduct, analyse, and apply marketing research in your future career.
Marketing research coverage: Covers essential topics including marketing intelligence, problem definition, exploratory research, big data, data analytics, online and social media research, questionnaire design, statistical testing, and managing research studies and teams.
- Australian & New Zealand relevance: Features local examples throughout, making the content relatable and directly applicable to business decisions in the ANZ region.
- Applied learning approach: Shows how marketing research is used in professional settings, offering practical insights into how it supports real business decision-making.
Roger Gates
Helen Siuki
Chapter 1: Steps in creating market insights and the growing role of marketing analytics
Chapter 2. Secondary data: A potential big data impact
Chapter 3. Measurement to build marketing insight
Chapter 4. Acquiring data via a questionnaire
Chapter 5. Sample design
Chapter 6. Traditional survey research
Chapter 7. Qualitative research
Chapter 8. Online marketing research: The growth of mobile and social research
Chapter 9. Primary data collection: Observation
Chapter 10. Marketing analytics
Chapter 11. Primary data: Experimentation and test markets
Chapter 12. Data processing and basic data analysis
Chapter 13. Statistical testing of differences and relationships
Chapter 14. More powerful statistical methods
Chapter 15. Communicating analytics and research insight
Interactive eText: 9781394349739
Print Textbook: 9781394349722