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In order to offer the correct product or service to the right consumer at the right time, the marketer needs to have a comprehensive understanding of both the consumer and the marketing environment. To gain this vital knowledge, market research is required. Marketing research therefore offers an extensive overview of what this nature of research entails.

Marketing research introduces the marketing research process and explains how to select appropriate research designs and methods. In light of the increasing importance of qualitative research for uncovering deeper insights, it includes a dedicated section on qualitative methods and discusses the integration of mixed methods approaches.

Contents include the following:

• Conducting market research in the corporate world
• Ethical research in marketing
• Research paradigms and designs
• Conducting secondary research
• Defining the research problem, specifying research questions or objectives and propositions
• Selecting informants and respondents
• Ensuring rigour in both qualitative and quantitative research
• Specific considerations for qualitative marketing research
• Specific considerations for quantitative marketing research
• Mixed methods marketing research

Marketing research is aimed at both students and marketing professionals. This exciting first edition
provides a comprehensive overview of the key concepts, methods and practices involved in this
field.

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