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An exciting new textbook which introduces you to the essential elements of market research such as problem identification, methodologies, data collection, analysis and reporting.
List of contents
Chapter 1: Introduction to Market Research & the Modern Organisation
Chapter 2: Research Typologies & the Business Issue for Research
Chapter 3: Secondary Research & Marketing Intelligence
Chapter 4: Qualitative Data Collection - Communication & Observation Methods
Chapter 5: Quantitative Data Collection - Communication & Observation Methods
Chapter 6: Target Markets, Sample Design and Sample Size
Chapter 7: Data Collection Instruments - Qualitative and Quantitative Research
Chapter 8: Qualitative Data Analysis - Communication & Observation Methods
Chapter 9: Quantitative Data Analysis - Communication & Observation Methods
Chapter 10: Reporting and Presenting Solutions to the Business Issue
Chapter 11: Ethics, Privacy and New Technology
About the author
Dr Al Marshall is a Senior Lecturer in Marketing and a Postgraduate Coordinator in the School of Business at Le Cordon Bleu, the famous global French brand. Al lives in Australia and holds a doctorate in Marketing, Master′s degree by research in International Politics, and an Honours degree in Political Science and Sociology. He also has a Post Graduate Diploma in Marketing, and a Postgraduate Certificate in Higher Education.
Al is the former National Discipline Chair in Marketing at the Australian Catholic University. He is also a past Visiting International Academic at the Paris School of Business (PSB), the Universite Paris Decartes and the University of Ingolstadt-Eichstatt in Germany.
His teaching specialisations include Marketing Research, International Marketing, Marketing Communications, Branding, and Consumer Behaviour.
He is a member of the Australian Research Society and is on the boards of two academic journals. Dr Marshall’s professional consultancy work is in consumer market research and he holds the industry benchmark QPR (Qualified Practising Researcher) accreditation.
