Doing marketing research : alternative methods for market sensing

• Other Authors: Lawson, Alison (Editor), Hancock, Charles (Writer on marketing) (Editor)
• Format: Electronic eBook
• Language: English
• Published: Abingdon, Oxon ; New York, NY : Routledge, 2025.
• Edition: Second edition.
• Subjects: Marketing research > Methodology.; Consumers > Research > Methodology.; Qualitative research > Methodology.; elektronické knihy; electronic books
• ISBN: 9781003592808; 1003592805; 9781040314487; 1040314481; 9781040314456; 1040314457; 9781032972275; 9781032972244
• Physical Description: 1 online resource

"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...