An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

The Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on Netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment.

The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including:

• Europe - Renault (France), Miele (Germany) & Online grocery markets in France and Germany.
• Africa - The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya
• Australia - Campos Coffee
• Asia - Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea
• 
  

The book is complemented by chapter specific lecturer PowerPoint slides.

Suitable reading for students who are new to marketing research.

About the Author
Dr. Bonita Kolb has taught marketing to undergraduate and graduate students in both the US and Europe. Now a Professor Emeritus at Lycoming College, she continues to write and research on issues related to tourism. A resident of Nashville, Tennessee in the US, she is involved in promoting tourism and studying its economic effects.

Reviews

This text provides a broad, yet thorough, coverage of marketing research techniques with an excellent balance between conventional and contemporary qualitative and quantitative design. It is a valued addition to all marketing research courses.

-- Dr. Vish Maheshwari



Book Information
ISBN 9781526419279
Author Bonita Kolb
Format Paperback
Page Count 328
Imprint Sage Publications Ltd
Publisher Sage Publications Ltd
Weight(grams) 590g