The Essentials of Marketing Research

"Marketing Research: Text and Cases provides students of marketing and communications with an essential handbook that summarises the main issues in each topic, including addressing business and management problems, secondary and primary data collection and data analysis. The reader is guided through the whole research process step-by-step from conceptualisation to report writing, supported by tips and discussion questions... Students studying management, computing science, business administration and public administration will also find this book an invaluable addition to support their studies." - Debbie Keeling, Manchester Business School, UK