John R. Webb Knihy

Marketing research is increasingly vital for organizational management due to heightened competition, technological advancements, and discerning consumers. This process helps producers understand and meet consumer needs efficiently and profitably. The book serves as an introduction to the diverse and sometimes complex techniques of marketing research. The revised second edition incorporates the impact of technology, emphasizing the role of computers and software like Atlas-ti, Scolari, and NUDIST in shaping market research practices. It also discusses the standards set by the Marketing Research Quality Standard Association and includes numerous case studies and real-world examples of marketing research in action. With minimal statistics and technical jargon, this resource is invaluable for those seeking a clear understanding of the subject, enabling them to interpret, commission, and utilize research effectively in business. It is suitable for students pursuing business qualifications at the degree or diploma level, as well as practitioners who engage with specialist agencies for marketing research.