{"product_id":"essentials-of-marketing-research-practical-student-guide","title":"Essentials of Marketing Research - Practical Student Guide","description":"\u003cp\u003eIn this review of Essentials of Marketing Research the bottom line is clear: this paperback is a practical, classroom-ready textbook for students and instructors who need a rigorous yet accessible introduction to marketing research. The book's strongest asset is its focus on applying research to marketing decision making, with clear explanations of both \u003cstrong\u003equalitative and quantitative methods\u003c\/strong\u003e and numerous European examples that help bridge theory and practice for undergraduates and postgraduate students.\u003c\/p\u003e\u003ch2\u003eKey Features\u003c\/h2\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eComprehensive coverage:\u003c\/strong\u003e The book covers both secondary and primary data collection techniques so readers can design end-to-end research projects with confidence.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003ePractical focus:\u003c\/strong\u003e Emphasis on diagnosing and directing research questions helps students link methods to actual marketing decisions.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eMethod variety:\u003c\/strong\u003e Clear treatment of qualitative and quantitative methods gives readers tools to choose and combine approaches as needed.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eAnalytical guidance:\u003c\/strong\u003e The text explains forms of analysis and how to convey insights, aiding students in interpreting results for stakeholders.\u003c\/li\u003e\n\u003cli\u003e\n\u003cstrong\u003eEthics and context:\u003c\/strong\u003e Discussion of ethical dilemmas and social issues provides a broader perspective important for globalised research.\u003c\/li\u003e\n\u003c\/ul\u003e\u003ch2\u003eWho It's For\u003c\/h2\u003e\u003cp\u003eEssentials of Marketing Research is best suited to undergraduate and early postgraduate students on marketing, business or research methods modules who want a single-volume, course-friendly reference that emphasises practical decision-making. Instructors who prefer a text that balances method explanation with applied examples will also find it useful.\u003c\/p\u003e\u003cp\u003eThose seeking exhaustive technical detail on advanced statistical procedures or a step-by-step software tutorial should look elsewhere; this book focuses on design, interpretation and practical application rather than lengthy derivations or software-specific walkthroughs.\u003c\/p\u003e\u003ch2\u003ePros \u0026amp; Cons\u003c\/h2\u003e\u003cp\u003e\u003cstrong\u003ePros\u003c\/strong\u003e\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eWell structured for learning, making \u003cstrong\u003eresearch design\u003c\/strong\u003e approachable for newcomers.\u003c\/li\u003e\n\u003cli\u003eBalanced coverage of secondary and primary data gives students practical options for real projects.\u003c\/li\u003e\n\u003cli\u003eClear presentation of how to communicate findings helps bridge academic work and marketing practice.\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e\u003cstrong\u003eCons\u003c\/strong\u003e\u003c\/p\u003e\u003cul\u003e\u003cli\u003eThe paperback format and classroom orientation mean it is not a deep statistical reference for advanced users.\u003c\/li\u003e\u003c\/ul\u003e\u003ch2\u003eSpecifications\u003c\/h2\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat\u003c\/td\u003e\n\u003ctd\u003ePaperback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication date\u003c\/td\u003e\n\u003ctd\u003e2012-04-19\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePages\u003c\/td\u003e\n\u003ctd\u003e496\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eLanguage\u003c\/td\u003e\n\u003ctd\u003eEnglish\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher\u003c\/td\u003e\n\u003ctd\u003ePearson\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eAuthor\u003c\/td\u003e\n\u003ctd\u003eDavid Birks\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e\u003ch2\u003eOur Verdict\u003c\/h2\u003e\u003cp\u003eEssentials of Marketing Research is a solid, course-oriented textbook that delivers practical guidance on designing and using research to support marketing decisions. It is good value for students and instructors who need balanced coverage of methods, ethics and reporting without wading into highly technical statistical minutiae.\u003c\/p\u003e\u003ch2\u003eFrequently Asked Questions\u003c\/h2\u003e\u003cp\u003e\u003cstrong\u003eIs this book suitable for beginners?\u003c\/strong\u003e\u003cbr\u003eYes. The text is written to introduce key concepts and methods in a clear, applied way for students new to marketing research.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDoes it include international examples?\u003c\/strong\u003e\u003cbr\u003eYes. The book contains European examples and discussion of social and cultural issues related to globalisation.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eWill it teach advanced statistical techniques?\u003c\/strong\u003e\u003cbr\u003eNo. It explains forms of analysis and interpretation but is not a deep statistical manual or software guide.\u003c\/p\u003e","brand":"David Birks","offers":[{"title":"Default Title","offer_id":48258418737371,"sku":"0273724339","price":98.62,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0724\/1043\/1707\/files\/51AdJaQVN-L.jpg?v=1771004807","url":"https:\/\/gearmusthave.com\/products\/essentials-of-marketing-research-practical-student-guide","provider":"GearMustHave","version":"1.0","type":"link"}