Description
With a complete theoretical framework, Marketing Research, 7e is a text with a comprehensive and balanced coverage of both qualitative and quantitative material. It takes the perspective of a marketing research user and reflects current trends in international marketing research, social media, mobile marketing research, ethics etc. The book has a unique applied and managerial orientation, illustrating the interaction between marketing research decisions and marketing management decisions.
NEW TO THE EDITION
■ Chapter 5 features a new case study exploring the reasons behind a brand losing its essence among
consumers post-migration.
■Chapter 20 includes a new research titled Segmentation of Online Usages Behaviour. It takes the example of an Indian company and shows how segmentation analysis has helped them understand their audience better and cater to specific needs by coming up with customized offerings and services. ■Chapter 21 carries a new research under the heading Understanding What Activities Are Preferred Online Across Age Groups. The findings shed light on why marketers must focus on a specific set of activities for different age label while promoting their campaigns in order to make the most profit for their organization. A new comprehensive case study with real data containing real questionnaires and data sets. The new
case study is Case 4.3: Brand Q Looks at the Future.
