Marketing research: an applied approach, 5th ed.

Abstract

Working as a marketing researcher remains an intellectually stimulating, creative and rewarding career. Globally, marketing research is an industry that turns over more than $40 billion a year and is at the forefront of innovation in many sectors of the economy. However, few industries can have been presented with as many challenges and opportunities as those faced by marketing research due to the growing amounts of data generated by modern technology. Founded upon the enormously successful US edition, and building upon the previous four European editions, the fifth edition of this book seeks to maintain its position as the leading marketing research text, focused on the key challenges facing marketing research in a European context. As with previous editions, this aims to be comprehensive, authoritative and applied. As a result, the book covers all the topics in previous editions while including a number of new chapters that reflect the changes and challenges that have impacted the marketing research sector since the fourth edition was published. This edition has been significantly updated, with new chapters, new content, updated cases studies and a major focus on the issues and methods generated by new technologies.