| Baines and Chansarkar have written an introductory text for marketing and marketing research students. In addition, the text will appeal to marketing research practitioners new to the industry and marketing managers who commission research projects in the course of their work. The unique feature of the book is its balance between qualitative and quantitative aspects of marketing research. It includes extended coverage of important topics including international marketing research, business to business marketing research, secondary data collection and internet marketing research. *The authors have adopted a practical focus including numerous recent examples of research projects from their own consultancy and work experience. *The book is split into three parts: research design and methods, statistical considerations and contexts in marketing research.
*The chapters are structured with work assignments as well as content so that the book can be used to conduct a twelve-part course in marketing research. Supplementary slides on the book's website (see below) will provide further material for either educators or market research trainers. Forewords by Robert M. Worcester, Chairman, MORI and Visiting Professor at the London School of Economics and Dr David Smith, Chairman, Citigate DVL and Visiting Professor at the University of Hertfordshire Business School. "
an excellent introductory marketing text. The examples and practical focus employed throughout make it both accessible and informative for student and practitioner alike" Dr John White, Senior Lecturer in Marketing, University of Plymouth |
