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CAIRO BOOKS's Description
Aimed at post-introductory Marketing undergraduates and postgraduate students,
Marketing Research is the first UK textbook to offer the advantages of
presentation and format associated with a US textbook, yet still provide a
comprehensive coverage of approaches, methods and applications of market
research in a primarily European and international context. Unlike other
textbooks which implicitly focus on client-based research, Marketing Research
compares and contrasts research from both academic and client-based
perspectives. This text has an innovative approach which focuses on the need
for market research to be viewed on a systemic level, as an integrated creative
process, composed of varying practical and theoretical approaches which can be
tailored to each research project.