Taking a refreshingly non-technical approach, this textbook gives students a concise overview of the marketing research process. This text equips students with the skills needed to interpret research and use their findings to effect meaningful change. Keeping digital data and internet research at its heart, it details the main stages of the research process, covering both quantitative and qualitative methods. A plethora of case studies and examples helps students grasp the practical applications of theory. This textbook is ideal for use on marketing research courses at undergraduate, postgraduate and MBA levels. New to the 5th edition:- Updated cases, examples and business environment terminology incorporating recent developments in the industry- New feature within each chapter setting out the potential role of artificial intelligence- Expanded material on experimental research and virtual test marketsAccompanying free online resources designed to support teaching and learning can be found at www.bloomsburyonlineresources.com/marketing-research
