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This new book offers all the authority of Naresh Malhotra’s best-selling Marketing Research title combined with lots of European examples and a clear focus on helping students to understand how to diagnose and direct research questions that will support marketing decision making.Beyond this, students will get an appreciation of what good research design means. Secondary and primary data collection techniques; qualitative and quantitative methods and forms of analysis; and conveying the insights from research findings will give students a clear view of how to make marketing research work.

The ethical dilemmas faced by researchers, the social and cultural issues of research created by globalisation and more powerful forms of communication (e.g. e-communication) will be addressed.This text aims to present a clear understanding of the nature, scope and process of marketing research at an introductory level and to give students the study skills to confidently design all stages of the marketing research process.

This book is perfect for one semester courses in Marketing Research.

Essentials of Marketing Research

• Contents


• Preface


• About the authors


• Publisher?s acknowledgements


• 1 Management decisions and the marketing research problem


• Objectives


• Overview


• What is marketing research?


• Definition of marketing research


• Justifying the value of marketing research


• A classification of marketing research


• An overview of the marketing research industry


• The marketing research process


• Defining the marketing research problem


• The marketing research brief


• The marketing research proposal


• International marketing research


• Ethics in marketing research


• Digital developments in marketing research


• Summary


• Questions


• Exercises


• Notes


• 2 Research objectives and research design


• Objectives


• Overview


• The process of defining the problem and developing a research approach


• Environmental context of the problem


• Discussions with decision makers


• Interviews with industry experts


• Initial secondary data analyses


• Marketing decision problem and marketing research problem


• Defining the marketing research problem


• Developing a research approach


• Objective/theoretical framework


• Analytical model


• Research questions


• Hypothesis


• Developing a research design


• Research design from the decision makers' perspective


• Research design from the participants' perspective


• Research design classification


• Descriptive research


• Causal research


• Relationships between exploratory, descriptive and causal research


• Potential sources of error in research designs


• International marketing research