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Cambridge Marketing Handbook: Research By Steve Bax

Cambridge Marketing Handbook: Research
by Steve Bax

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Cambridge Marketing Handbook: Marketing Research is jargon-busting, accessible guide to marketing research practice for marketers.
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Cambridge Marketing Handbook: Research Summary

Cambridge Marketing Handbook: Research by Steve Bax

A straightforward guide to the key things that all marketers need to know about marketing research. This handbook takes the reader step by step through: the basic principles of market and marketing research; the key roles that research plays in marketing decision making; how to go about planning your research; the types of data and key steps to follow in gathering them; how to go about getting your research done - the all important briefing and proposal process; specifics on secondary and primary data methodologies; how to justify research in financial benefit terms; how to decide on what sampling approach to use and finally legal and ethical aspects that must be considered. The handbook recognizes the especial importance of online research in today's world and covers this in detail in a separate section.

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About Steve Bax

Steve Bax is Managing Director of Bax Interaction market research, strategy and training consultancy, with over 30 years' experience at senior and board levels in B2B, B2C and not-for-profit organizations. He is a Fellow of Cambridge Marketing College, where he has been a tutor since 1993, teaching the modules on research and regularly undertaking projects. He is a Chartered Marketer, a long-standing member of the CIM and an associate member of the Market Research Society.

Table of Contents

    • 00: Introduction;
    • 01: Research Principles;
    • 02: The Elements of the Research Planning Process;
    • 03: Secondary Data;
    • 04: Primary Data;
    • 05: Qualitative Research Methods;
    • 06: Quantitative Research Methods;
    • 07: Digital and Online Research;
    • 08: Reporting Research Results;
    • 09: Sampling;
    • 10: Legal and Ethical Aspects

Additional information

Cambridge Marketing Handbook: Research by Steve Bax
Steve Bax
Cambridge Marketing Handbooks
Used - Like New
Kogan Page Ltd
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins.