Offering a systematic approach and firm focus on planning, process and practice, this textbook is rooted in a keen understanding of what the key needs and challenges are for students of marketing research today. By providing targeted, practical solutions to a range of issues, the authors equip students with the tools they need to conquer the common pitfalls of designing research projects and confidently structure their marketing research projects from inception to delivery. Providing guidance on the key principles and skills involved at each step of the marketing research process, the chapters are arranged into core sections which progress through the stages of designing and setting up research, undertaking qualitative and quantitative research, and summarizing and reporting research. / Verlag