Marketing Research. A Guidebook for Tertiary Students

Document from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, , course: Marketing, language: English, abstract: There has been much confusion about what marketing research and market research are. Marketing research has often been called market research. Many authors have been worried about the terminology, and they have even called their books different names like ¿research for marketing decision¿ in other to overcome the problem. In this book the subject matter is referred to as marketing research. This book provides an introduction to the abilities necessary for conducting or commissioning such marketing research projects. It¿s written for two target groups or audiences:

Undergraduate, HND in addition as postgraduate students in business and marketing research, and Practitioners wishing to understand more about marketing research, or people who need a practical, yet theoretically sound, reference.