Marketing Research: Planning, Process, Practice

Marketing Research: Planning, Process, Practice

By: Riccardo Benzo (author), Chahid Fourali (author), Marwa Gad Mohsen (author)Paperback

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Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects. The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research. To aid students in their research project, each chapter features a collection of learning features, such as: Case studies and international real-world examples Ethics boxes - Highlighting ethical implications in research projects Advanced boxes - Signaling more challenging topics students can return to after they have mastered the basics Activity boxes - Encouraging students to understand how what they have learned applies to their own experiences The book is complemented by a range of online resources, including PowerPoint slides, multiple choice questions, free online exercise links, and discussion guides for Case Study & Additional Reading sections. Suitable reading for students who are undertaking a marketing research project.

About Author

Riccardo is a Member of the Chartered Institute of Marketing (MCIM) and a Fellow of the Higher Education Academy (HEA). He has over twenty years of experience gained across multiple sectors and in marketing, sales and commercial roles for international organisations, leading and managing teams of professionals. In 2008, he founded Managing Expectations to provide a vehicle for market research, consulting and training. At the same time, he has been involved in teaching and supervising undergraduate and post-graduate students on a number of subjects including marketing and business research. He conducted and commissioned several research projects in fields as far apart as beverages and professional services, including presenting findings on qualitative and quantitative investigations into the cruise industry in the UK and luxury retailing in China. Riccardo is passionate about ethical and sustainable marketing, and believes in helping organisations create value for the economy, society and the environment. Marwa Gad Mohsen is an experienced scholar and researcher with a background in industry. At the start of her career, she worked as a practitioner for many years through contributing in various roles in Egyptian-EU funded programs, supporting and upgrading SMEs in various sectors. Marwa then embarked upon her academic career in the UK. Over years, she contributed to research and teaching at UK and international institutions. Marwa is an Associate Professor of Marketing and Founding Faculty at Prince Mohammad Bin Salman College of Business and Entrepreneurship (MBSC) in KSA. Marwa is a Fellow of HEA (UK) and a Global Fellow of Babson College (USA). She holds a PhD in Marketing from Warwick Business School (UK) and MBA in Marketing & International Business from the American University in Cairo (Egypt). Marwa is published in many outstanding international journals including the Journal of Marketing Management, Journal of Services Marketing, and Advances in Consumer Research Dr Chahid Fourali (IoE, UCL) has backgrounds in psychology, education and marketing and has published in all three areas. He led the consultation with the UK Government to set up the Marketing and Sales Standards Setting Body, which he then led for eight years, as well as, the development of three sets of world-class national occupational standards (in Marketing, Sales and Social Marketing) that were supported by many internationally recognized marketing/business gurus. These standards are now the basis for all nationally recognized qualifications in the UK in the three professional areas. Dr Fourali is Senior Lecturer in Management at the London Metropolitan Business School and is examiner/subject expert for Cambridge University and University of Hertfordshire. He achieved Fellowship or professional membership status from several international organisations including FRSA, FCIM and BABCP. His recent book Social Marketing: A Powerful Tool for Changing the World for Good received very encouraging reviews including being selected for one of the Levitt Group 5 Great Minds events organized by the Chartered Institute of Marketing.


Part I: Setting Up Marketing Research Chapter 1: (Introduction) Adding Value with Marketing Research Chapter 2: Identifying Marketing-Related (Business) Islsues Chapter 3: Secondary Research: Facts and Theory Part II: Planning Marketing Research Chapter 4: Conceptualising Research: From Secondary to Primary Research Chapter 5: Marketing Research Designs Chapter 6: Sampling Part III: Qualitative Research in Marketing Chapter 7: Qualitative Research Methods: Elements of a Good Design Chapter 8: Determining a Robust Qualitative Research Approach: Reviewing the Methodological and Data Gathering Options Chapter 9: The Merits of Mixed Design Research Methodology: Illustration Through Action Research and Case Studies Chapter 10: From Theory to Practice: Illustrating the Qualitative Research Process Part IV: Quantitative Research in Marketing Chapter 11: Hypothesis Building and Testing Chapter 12: Quantitative Research Methodology Chapter 13: Questionnaire Design and Data Preparation for Analysis Chapter 14: Data Analysis Using Descriptive and Inferential Statistics Part V: Reporting Marketing Research Chapter 15: Discussing Findings, Drawing Recommendations & Conclusions: Writing the Research Report

Product Details

  • ISBN13: 9781446294369
  • Format: Paperback
  • Number Of Pages: 432
  • ID: 9781446294369
  • weight: 940
  • ISBN10: 1446294366

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