Market Research: Theory and Practice

by Miriam Catterall, Pauline Maclaran

While many existing books ignore the theories that underpin commercial market research methods, this exciting new title places research in the context of those theories that influence the development and implementation of research. The book will help students grasp why marketing research is undertaken as well as how it is undertaken. Throughout a balance is struck between coverage of quantitative and qualitative research. Students′ learning is supported and consolidated by pedagogical features that - Chapter introductions with learning objectives and chapter summeries - Boxed case examples from marketing and market research practitioners illustrating key issues discussed in chapters - Questions for discussion with each chapter - Suggestions for further reading

368 pages, Paperback

First published November 30, 2013