Features such as diagrams and bulleted lists are used throughout to ensure the key points are displayed as clearly and concisely as possible. Each section begins with a list of learning outcomes and ends with hints and tips, thereby ensuring the content is broken down into manageable concepts and can be easily addressed and memorised
About the Author
John Williams has taught leadership and management in a number of universities and undertaken a variety of research and consultancy projects with a diverse range of clients in the public and private sectors. His teaching and examining experience spans the range from Advanced Certificate and Diploma to Doctoral level In the course of his career he has worked in several countries in North America and Europe.
Table of ContentsPreface; Introduction; Information in the knowledge economy; The marketing database; The marketing research process; Using secondary research; Observation research; Qualitative research; Quantitative data; Questionnaire design; Sampling; Quantitative data analysis; Presenting marketing research;