Marketing Research

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Understand theory and application of marketing research in a European context Marketing Research, 6th Edition, by Nunan, Birks and Malhotra is the leading marketing research text focused on the key challenges facing marketing research in a European context. This comprehensive text offers a clear explanation and discussion of concepts, and a wealth of European and international case material showing how researchers apply concepts and techniques. Additionally, it also integrates with online resources for students and instructors' manual including key discussion points.  This book supports both qualitative and quantitative research methods through: Introducing the transactional stages of marketing research of problem definition, developing approach and design, data collection, analysis and communicating the research findings. Using real research case studies of how companies address specific managerial problems and implement research, as well as real-life marketing situations and exercises to tackle in every chapter. Applying marketing research to current marketing challenges such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design, and socially responsible marketing.  New to this edition: Significantly updated with new content. Updated case studies. A major focus on the issues and methods. This includes the ever shifting impact of new technologies, the growth of ‘insight’ and the shifting role of research ethics, for example through considering the impact of GDPR.   Dr Daniel Nunan is Lecturer in Marketing at Birkbeck, University of London, having previously been a member of faculty at Henley Business School, University of Reading.  Prior to his academic career, Dan held senior marketing roles in the financial services and technology sectors.Dr David Birks is Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.Dr Naresh K Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award. Pearson, the world’s learning company.