Doing Marketing Research: Alternative Methods for Market Sensing (2)
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- Synopsis
- Traditional research methods in marketing can be illuminating when used well, but all too often their results fail to provide the depth of understanding that organisations need to anticipate market needs.Doing Marketing Research enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This unique book explains market sensing simply and practically and demonstrates how it can benefit researchers. It teaches non-mainstream and alternative research methods, which facilitate innovative research design and achieve deep insights into the mindsets of consumers. The methods explored in this book include sensory research using ZMET, discourse analysis, consumer ethnography, social media networks, narrative and storytelling and gamification. This second edition has been fully updated to include several new chapters covering newer methods and topics, including the Delphi method, archival research, visual methods and the decolonisation of research.With a wealth of examples, diverse case studies and pedagogy, such as seminar activities to aid student learning, this textbook is recommended and core reading for advanced undergraduate and postgraduate students studying marketing research, and business research methods more generally, as well as marketing practitioners.Online resources include PowerPoint lecture slides.
- Copyright:
- 2025
Book Details
- Book Quality:
- Publisher Quality
- Book Size:
- 264 Pages
- ISBN-13:
- 9781040314487
- Related ISBNs:
- 9781003592808, 9781032972244, 9781317550372, 9781032972275, 9781040314456
- Publisher:
- Taylor & Francis
- Date of Addition:
- 03/31/25
- Copyrighted By:
- selection and editorial matter, Alison Lawson and Charles Hancock
- Adult content:
- No
- Language:
- English
- Has Image Descriptions:
- No
- Categories:
- Nonfiction, Business and Finance
- Submitted By:
- Bookshare Staff
- Usage Restrictions:
- This is a copyrighted book.
- Edited by:
- null Alison Lawson
- Edited by:
- null Charles Hancock