Marketing Research (4th Edition)

Description:

Turn data into strategy. Marketing Research (4th Edition) is the leading South African text for students and practitioners who need to understand how to gather, analyze, and interpret market information. In an era of Big Data, this book provides a solid foundation in both qualitative and quantitative methods, ensuring you can make informed business decisions that reduce risk and maximize profitability.

Why this Textbook is a Marketing Essential:

• The Research Process: Provides a clear, step-by-step roadmap for conducting a research project from start to finish.

• South African Context: Uses local examples and case studies that make complex research concepts relatable to the SA market.

• Digital Integration: Updated to include the latest trends in online surveys, social media listening, and mobile research techniques.

• Balanced Methodology: Deep dives into both exploratory research (focus groups, interviews) and descriptive/causal research (surveys, experiments).

Key Topics Covered:

• Problem Definition: How to translate a business dilemma into a researchable question.

• Sampling Designs: Understanding the difference between probability and non-probability sampling.

• Measurement & Scaling: Mastering Likert scales and questionnaire design.

• Primary vs. Secondary Data: Knowing when to use existing reports versus gathering new information.

• Data Analysis: An introduction to interpreting results using basic statistical tools.

Key Specifications:

• ISBN-13: 9781485129240

• Authors: Johannes Wiid and Colin Diggines

• Publisher: Juta and Company Ltd

• Edition: 4th Edition

• Format: Physical Softcover

Condition Note: This textbook is in very good condition.