Marketing Research

Series
Pearson
Author
Dan Nunan / David F. Birks / Naresh K Malhotra  
Publisher
Pearson
Cover
Softcover
Edition
6
Language
English
Total pages
976
Pub.-date
March 2020
ISBN13
9781292308722
ISBN
1292308729
Related Titles



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


 

Pearson, the world’s learning company.

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.

 

Pearson, the world's learning company.

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

Preface

Publisher’s acknowledgements

About the authors

 

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

Subject index

Name index

Company index

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.


 

Pearson, the world’s learning company.

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.