The primary purpose of marketing research is to gather information which will allow your company or organisation to make better, more informed decisions. Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course, they do not focus on important qualitative issues such as depth interviews and focus groups - Baines and Chansarkar redress this imbalance. Written as an introduction to marketing research for students taking a one-semester module Introducing Market Research includes chapters on business to business marketing research and Internet marketing research. The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.
Related books and articles
International Marketing Research By C. Samuel Craig; Susan P. Douglas Wiley, 2005
Marketing and Entrepreneurship: Research Ideas and Opportunities By Gerald E. Hills Quorum Books, 1994
Experiment-Research Methodology in Marketing: Types and Applications By Gordon L. Patzer Quorum Books, 1996
The Contributions of Neuromarketing in Marketing Research By Journal of Management Research, Vol. 5, No. 4, 2013
Peer-reviewed publications on Questia are publications containing articles which were subject to evaluation for accuracy and substance by professional peers of the article's author(s).
Commitment in Marketing Research Services: Two Alternative models/Isipareigojimai Atliekant Rinkodaros Tyrimus: Du Alternatyves Modeliai By Cater, Barbara Zabkar, Vesna Cater, Tomaz Journal of Business Economics and Management, Vol. 12, No. 4, December 2011
Marketing Research at the Vancouver 2010 Winter Olympic Games By O'Reilly, Norm Seguin, Benoit Proceedings: International Symposium for Olympic Research, Annual 2010
Alternative Sources for Marketing Research for Libraries By Mueller-Alexander, Jeanette M. Special Libraries, Vol. 82, No. 3, Summer 1991
Do-It-Yourself Marketing Research By MacFarlane, Ian Management Review, Vol. 80, No. 5, May 1991
Marketing Research: Finding the Right Person to Interview Can Prove to Be Half the Battle By Libresco, Joshua D. American Banker, Vol. 149, September 18, 1984
Maritz Marketing Research Looks for Foreign `Dates' By Judith VandeWater St Louis Post-Dispatch (MO), September 23, 1996
Research Leads Way to Media Business; KEY MOVE: Arun Loses Car to Go It Alone By Western Mail (Cardiff, Wales), March 13, 2002
Legal Research Company Invests in Three New Recruits By The Journal (Newcastle, England), September 10, 2010