Marketing Research

Understand theory and application of marketing research in a European context Marketing Research: Applied Insight 6th Edition by Nunan Birks and Malhotra is the leading marketing research text focused on the key challenges facing marketing research in a European context This comprehensive text offers a clear explanation and discussion of concepts and a wealth of European and international case material showing how researchers apply concepts and techniques It also integrates with online resources for students and an instructor s manual including key discussion points This book supports both qualitative and quantitative research methods through: Introducing the transactional stages of marketing research of problem definition developing approach and design data collection analysis and communicating the research findings Using real research case studies of how companies address specific managerial problems and implement research as well as real life marketing situations and exercises to tackle in every chapter Applying marketing research to current marketing challenges such as social media mobile marketing customer value experiential marketing satisfaction loyalty customer equity brand equity and management relationship marketing creativity and design and socially responsible marketing New to this edition: Significantly updated with new content particularly on topics that have gained increased importance in today’s world such as social media research ethics and privacy New and updated case studies that reflect the latest research thinking from leading brands like Facebook Netflix and Apple A major focus on research issues and methods which includes the impact of new technologies the growth of ‘insight’ and the evolving role of research ethics for example through considering the effect of GDPR on marketing research