This first European edition of Marketing Research, by Eric Shui, Joseph Hair, Robert Bush and David Ortinau provides students with a comprehensive introduction to the practice and importance of marketing research in the business world.

Written to meet the needs of students, the authors have brought together rigorous theory with applications to nurture the students' ability to apply research principles to real marketing scenarios.

The text takes students step by step through the research process to help them structure their own successful research project. Beginning by outlining the principles of qualitative and quantitative research methods, the text guides students through the process of ensuring their questionnaire design obtains accurate data, and finally concludes with a full section...