Part I: Setting Up Marketing Research
Chapter 1: (Introduction) Adding Value with Marketing Research
Chapter 2: Identifying Marketing-Related (Business) Islsues
Chapter 3: Secondary Research: Facts and Theory
Part II: Planning Marketing Research
Chapter 4: Conceptualising Research: From Secondary to Primary
Research
Chapter 5: Marketing Research Designs
Chapter 6: Sampling
Part III: Qualitative Research in Marketing
Chapter 7: Qualitative Research Methods: Elements of a Good
Design
Chapter 8: Determining a Robust Qualitative Research Approach:
Reviewing the Methodological and Data Gathering Options
Chapter 9: The Merits of Mixed Design Research Methodology:
Illustration Through Action Research and Case Studies
Chapter 10: From Theory to Practice: Illustrating the Qualitative
Research Process
Part IV: Quantitative Research in Marketing
Chapter 11: Hypothesis Building and Testing
Chapter 12: Quantitative Research Methodology
Chapter 13: Questionnaire Design and Data Preparation for
Analysis
Chapter 14: Data Analysis Using Descriptive and Inferential
Statistics
Part V: Reporting Marketing Research
Chapter 15: Discussing Findings, Drawing Recommendations &
Conclusions: Writing the Research Report
Riccardo is a Member of the Chartered Institute of Marketing (MCIM)
and a Fellow of the Higher Education Academy (HEA). He has over
twenty years of experience gained across multiple sectors and in
marketing, sales and commercial roles for international
organisations, leading and managing teams of professionals. In
2008, he founded Managing Expectations to provide a vehicle for
market research, consulting and training. At the same time, he has
been involved in teaching and supervising undergraduate and
post-graduate students on a number of subjects including marketing
and business research.
He conducted and commissioned several research projects in fields
as far apart as beverages and professional services, including
presenting findings on qualitative and quantitative investigations
into the cruise industry in the UK and luxury retailing in China.
Riccardo is passionate about ethical and sustainable marketing, and
believes in helping organisations create value for the economy,
society and the environment.
Marwa Gad Mohsen is an experienced scholar and researcher with a
background in industry. At the start of her career, she worked as a
practitioner for many years through contributing in various roles
in Egyptian-EU funded programs, supporting and upgrading SMEs in
various sectors. Marwa then embarked upon her academic career in
the UK. Over years, she contributed to research and teaching at UK
and international institutions. Marwa is an Associate Professor of
Marketing and Founding Faculty at Prince Mohammad Bin Salman
College of Business and Entrepreneurship (MBSC) in KSA. Marwa is a
Fellow of HEA (UK) and a Global Fellow of Babson College (USA). She
holds a PhD in Marketing from Warwick Business School (UK) and MBA
in Marketing & International Business from the American University
in Cairo (Egypt). Marwa is published in many outstanding
international journals including the Journal of Marketing
Management, Journal of Services Marketing, and Advances in Consumer
Research
Dr Chahid Fourali (IoE, UCL) has backgrounds in psychology,
education and marketing and has published in all three areas. He
led the consultation with the UK Government to set up the Marketing
and Sales Standards Setting Body, which he then led for eight
years, as well as, the development of three sets of world-class
national occupational standards (in Marketing, Sales and Social
Marketing) that were supported by many internationally recognized
marketing/business gurus. These standards are now the basis for all
nationally recognized qualifications in the UK in the three
professional areas. Dr Fourali is Senior Lecturer in Management at
the London Metropolitan Business School and is examiner/subject
expert for Cambridge University and University of Hertfordshire. He
achieved Fellowship or professional membership status from several
international organisations including FRSA, FCIM and BABCP. His
recent book Social Marketing: A Powerful Tool for Changing the
World for Good received very encouraging reviews including being
selected for one of the Levitt Group 5 Great Minds events organized
by the Chartered Institute of Marketing.
Marketing Research offers clear guidance for undergraduate and
Masters students wishing to undertake a marketing research project.
Written in a lively and informative manner and covering both
qualitative and quantitative designs, the book supports the student
throughout the entire research process from setting up and
planning to reporting the findings.
*Mark Saunders*
This textbook offers a fresh perspective on marketing research by
using an easy-to-understand language and a wide range of pertinent
cases and examples to convey complex concepts. An essential read
for every student embarking on the adventures of a research
journey!
*George Christodoulides*
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