Marketing research: an integrated approach, 1st Australian edition

Marketing Research is the only Australian marketing research text that focuses equal attention on both qualitative and quantitative research processes, making it one of the most comprehensive and holistic books in this discipline. This concise book places marketing research in the bigger picture of the marketing function and demonstrates how marketing research, and its understanding, should be seen as a key element of marketing rather than a backroom activity performed by statisticians. The text aims to be concise and easy to read, so all large complicated formulas have been moved to the appendix of each chapter. Students will read and understand the most crucial parts of the chapter and not be 'side-tracked' by trying to memorise big formulas. The authors show how marketing research can be applied to SME's as well as large corporations. Four comprehensive booklets on the most popular qualitative and quantitative marketing research software packages available have been written and are available online to support the text. This book is ideal for those taking a short course in marketing research for the first time.