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This book is aimed at providing students and corporate professionals with some understanding of the basic principles of marketing research. By setting the foundation of the necessary skills to conduct research in the market place, readers will learn how to gather valid information for better managerial decision-making.
While most books written on Marketing Research tend to adopt either an academically rigorous or generalist approach to the topic, Marketing Research for Beginners: A Practical Handbook targets readers who may or may not have any prior knowledge and experience with its requirements. Furthermore, it is designed to assist beginners in carrying out marketing research in a quick, dirty and painless way, especially for those who lack the motivation for it, but have been tasked to conduct some form of it. It uses a straightforward, direct and easy-to-follow writing style to discuss the common research woes that students, business executives and professionals face in the research process.
Its writing style and design are intended to maximize readers appreciation of research. A problemsolving approach through the use of in-case activities and questions is used to facilitate readers learning experiences. As a handbook for beginners , the content will not only help beginners get started with marketing research, but also provide step-by-step instructions to hand-hold them in their research.