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This "Marketing Research" book focuses on the marketing research methods used to collect primary data. Its specific objectives are to enable students to: 1. understand the role of marketing research and its contribution to business operations 2. become familiar with the main methods and tools of marketing research, so as to be able to use them appropriately, identify their strengths and weaknesses, and judge their relevance to a research project 3. learn how to apply marketing research techniques and methods (through a real marketing research project). 4. learn how to analyze and interpret research data collected through primary research.
About the author
Adel Ouertani, ayudante universitario de Marketing en el Institut Supérieur d'Informatique et de Gestion de Kairuán. En la misma edición, el autor publicará un libro titulado "Le Marketing au pays des Jasmins" (El marketing en el país de los jazmines) en 2019 y otro titulado "Le Pentagone du capital-marque" (El Pentágono del capital-marca) en 2023.
