Description
For undergraduate, postgraduate and MBA students, this highly successful textbook is an essential guide to Marketing Research.
Understand theory and application of marketing research in a European context
Marketing Research: Applied Insight, 6th Edition, by Nunan, Birks and Malhotra is the leading marketing research text focused on the key challenges facing marketing research in a European context. This comprehensive text offers a clear explanation and discussion of concepts, and a wealth of European and international case material showing how researchers apply concepts and techniques. It also integrates with online resources for students and an instructor's manual including key discussion points.
This book supports both qualitative and quantitative research methods through:
- Introducing the transactional stages of marketing research of problem definition, developing approach and design, data collection, analysis and communicating the research findings
- Using real research case studies of how companies address specific managerial problems and implement research, as well as real-life marketing situations and exercises to tackle in every chapter
- Applying marketing research to current marketing challenges such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design, and socially responsible marketing.
Features
The following special features make this text engaging, thought provoking and even fun:
- Balanced orientation: This book contains a blend of scholarship and a highly applied and managerial orientation, showing how researchers apply concepts and techniques and how managers use their findings to improve marketing practice.
- Real-life examples: Real-life examples (‘Real research’ boxes) describe the kind of marketing research that companies use to address specific managerial problems and how they implement research to great effect.
- Hands-on approach: Students will find more real-life marketing situations and exercises to tackle in every chapter.
- International focus: Reflecting the increasingly globalised nature of marketing research, the book contains examples and cases from around the world and embeds key cross-cultural issues within the wider discussion of research techniques and methods.
- Contemporary focus: The book applies marketing research to current marketing challenges, such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design and socially responsible marketing.
New to this Edition
New to this edition:
- Significantly updated with new content, particularly on topics that have gained increased
importance in today’s world, such as social media, research ethics and privacy - New and updated case studies that reflect the latest research thinking from leading brands like
Facebook, Netflix and Apple - A major focus on research issues and methods, which includes the impact of new technologies,
the growth of ‘insight’ and the evolving role of research ethics, for example, through considering
the effect of GDPR on marketing research
Table of Contents
- 1. Introduction to marketing research and insight
- 2. Defining the research problem and developing a research approach
- 3. Research design
- 4. Secondary data collection and analysis
- 5. Internal secondary data and analytics
- 6. Qualitative research: its nature and approaches
- 7. Qualitative research: focus group discussions
- 8. Qualitative research: in-depth interviewing and projective techniques
- 9. Qualitative research: data analysis
- 10. Survey and quantitative observation techniques
- 11. Causal research design: experimentation
- 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling
- 13. Questionnaire design
- 14. Sampling: design and procedures
- 15. Sampling: determining sample size
- 16. Survey fieldwork
- 17. Social media research
- 18. Mobile research
- 19. Data integrity
- 20. Frequency distribution, cross-tabulation and hypothesis testing
- 21. Analysis of variance and covariance
- 22. Correlation and regression
- 23. Discriminant and logit analysis
- 24. Factor analysis
- 25. Cluster analysis
- 26. Multidimensional scaling and conjoint analysis
- 27. Structural equation modelling and path analysis
- 28. Communicating research findings
- 29. Business-to-business (b2b) marketing research
- 30. Research ethics, privacy and trust
- Glossary
Back Cover
Understand theory and application of marketing research in a European context
Marketing Research: Applied Insight, 6th Edition, by Nunan, Birks and Malhotra is the leading marketing research text focused on the key challenges facing marketing research in a European context. This comprehensive text offers a clear explanation and discussion of concepts, and a wealth of European and international case material showing how researchers apply concepts and techniques. It also integrates with online resources for students and an instructor's manual including key discussion points.
This book supports both qualitative and quantitative research methods through:
-
Introducing the transactional stages of marketing research of problem definition, developing approach and design, data collection, analysis and communicating the research findings
-
Using real research case studies of how companies address specific managerial problems and implement research, as well as real-life marketing situations and exercises to tackle in every chapter
-
Applying marketing research to current marketing challenges such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design, and socially responsible marketing
New to this edition:
- Significantly updated with new content, particularly on topics that have gained increased
importance in today’s world, such as social media, research ethics and privacy - New and updated case studies that reflect the latest research thinking from leading brands like
Facebook, Netflix and Apple - A major focus on research issues and methods, which includes the impact of new technologies,
the growth of ‘insight’ and the evolving role of research ethics, for example, through considering
the effect of GDPR on marketing research
Dr Daniel Nunan is Reader and Head of Department at the University of Portsmouth. Previously, he taught at Birkbeck, University of London and Henley Business School, University of Reading. Prior to his academic career, Daniel held senior roles in the financial services and technology sectors.
Professor David F. Birks is Emeritus Professor of Marketing at the University of Winchester. Previously, he served as Dean of the Faculty of Business, Law and Sport, and Director of Winchester Business School. David has also worked at the universities of Southampton, Bath and Strathclyde. He is a committee member of the Association of Survey Computing (ASC).
Dr Naresh K. Malhotra is Senior Fellow at Georgia Tech CIBER and Regents’ Professor Emeritus at Scheller College of Business, Georgia Institute of Technology, USA. He has consulted for business, non-profit and government organisations across the globe, and has received numerous awards for research, teaching and service to the profession.
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Author
Dr Daniel Nunan is Reader and Head of Department at the University of Portsmouth. Previously, he taught at Birkbeck, University of London and Henley Business School, University of Reading. Prior to his academic career, Daniel held senior roles in the financial services and technology sectors.
Professor David F. Birks is Emeritus Professor of Marketing at the University of Winchester. Previously, he served as Dean of the Faculty of Business, Law and Sport, and Director of Winchester Business School. David has also worked at the universities of Southampton, Bath and Strathclyde. He is a committee member of the Association of Survey Computing (ASC).
Dr Naresh K. Malhotra is Senior Fellow at Georgia Tech CIBER and Regents’ Professor Emeritus at Scheller College of Business, Georgia Institute of Technology, USA. He has consulted for business, non-profit and government organisations across the globe, and has received numerous awards for research, teaching and service to the profession.
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