The Business of Marketing Research presents readers with a highly practical approach to marketing research. The text familiarizes students with foundational knowledge and skills, features ample practical examples and anecdotes, and is steeped and grounded in academic rigor.
The opening chapter introduces readers to the discipline through discussion of the marketing research industry, the marketing research value chain, the strategic impact of high-quality research, and five key trends within the industry. Additional chapters walk readers through the processes of identifying and defining a business problem, reviewing existing data, collecting new data, making informed recommendations, and deploying strategic plans. Readers learn about the importance of high-quality deliverables and communication in marketing research, approaches to qualitative and quantitative study, introductory methods of analytics, and how to conduct brand and customer satisfaction research. Closing chapters address the application of neuroscience and the future of marketing research.
Filling gaps in the current literature and well preparing readers for success in their profession, The Business of Marketing Research is a critical textbook for courses in marketing and marketing research. It is also an essential resource for marketing professionals.
- ISBN10 1516542770
- ISBN13 9781516542772
- Publish Date 30 September 2020 (first published 18 August 2020)
- Publish Status Active
- Publish Country US
- Imprint Cognella, Inc
- Format Paperback
- Pages 330
- Language English