Introducing Marketing Research

Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course; they do not focus on important qualitative issues such as depth interviews and focus groups – the authors redress this imbalance.  Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research.  The authors adopt a practical focus and include numerous examples as well as coursework assignments.