000			01937nam a2200313Ia 4500
001			2357
008			230305s2018 xx 000 0 und d
020			_a9781526419279
040			_cTBS
041			_aeng
043			_aen_UK
245		0	_aMarketing research
260			_aLos Angeles ; London ; New Delhi ; Singapore ; Washington DC ; Melbourne _bSAGE, _c2018
300			_axiv, 311 pages ; 24 cm
500			_aa concise introduction
520			_aThis 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
526			_aS2 B2 PBT P1 Neuromarketing
590			_bIncludes bibliographical references (pages 300-307) and index.
630			_aHF COMMERCE _914
650			_aBusiness and Management _92437
650		0	_aMarketing research _91465
650			_a Qualitative Research _910399
650			_a Data _910400
650			_a Surveys _910401
650			_a Analyzing Numerical Report Writing _910402
650			_a Presentation _92844
700			_aKolb, Bonita _eAuthor _910403
942			_2lcc
999			_c2267 _d2267