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Marketing research

Contributor(s): Material type: TextTextLanguage: English Publication details: Los Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne SAGE, 2018Description: xiv, 311 pages ; 24 cmISBN:
  • 9781526419279
Subject(s): Courses that have reserved this title:
  • S2 B2 PBT P1 Neuromarketing
Summary: This is an introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time. The new Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment. The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including: Europe - Renault (France), Miele (Germany) & Online grocery markets in France and Germany; Africa - The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya; Australia - Campos Coffee; Asia - Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea
Holdings
Item type Current library Call number Status Date due Barcode
Book TBS Barcelona HF5415.2 KOL (Browse shelf(Opens below)) Checked out 31/10/2024 B03828

This is an introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time. The new Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment. The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including: Europe - Renault (France), Miele (Germany) & Online grocery markets in France and Germany; Africa - The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya; Australia - Campos Coffee; Asia - Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea

S2 B2 PBT P1 Neuromarketing

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