Marketing Research is the only Australian marketing research text that focuses equal attention on both qualitative and quantitative research processes, making it one of the most comprehensive and holistic books in this discipline. This concise book places marketing research in the bigger picture of the marketing function and demonstrates how marketing research, and its understanding, should be seen as a key element of marketing rather than a backroom activity performed by statisticians.
The text aims to be concise and easy to read, so all large complicated formulas have been moved to the appendix of each chapter. Students will read and understand the most crucial parts of the chapter and not be ‘side-tracked’ by trying to memorise big formulas.
The authors show how marketing research can be applied to SME’s as well as large corporations.
Four comprehensive booklets on the most popular qualitative and quantitative marketing research software packages available have been written and are available online to support the text.
This book is ideal for those taking a short course in marketing research for the first time.
Raechel Johns, University of Canberra
Raechel is a lecturer in Marketing at The University of Canberra. Author of over forty refereed publications, Raechel is a passionate researcher. Her main areas of interest include Business-to-Business Marketing and Services Marketing, however she has an interest in most aspects of marketing. She has co-authored a book on International Business and is often interviewed by various media channels on marketing issues. In addition to teaching in Australia, Raechel has taught in China, Hong Kong and Singapore.
Prior to her academic career, Raechel worked in marketing for the retail, telecommunications and IT industries. Her industry work required her to undertake and oversee numerous marketing research projects. Now she consults to organisations on strategic marketing issues, particularly focused on marketing research methods, the business-to-business sector and high-tech marketing. From Queensland originally, Raechel has worked at the University of Canberra since early 2003 and loves cold winters.
Dr Karen Miller, University of Southern Queensland
Karen is a lecturer in Marketing at the University of Southern Queensland. Karen has worked as a marketer and researcher in the telecommunications sector, the building industry and the food industry in B2B markets, B2C markets and export marketing. Karen moved from industry into academia in 2003. After completing her PhD at Newcastle NSW, Karen joined the University of Southern Queensland in 2007.
Karen’s research and teaching interests are in the broad areas of business research, research methods, consumer behaviour and branding. Karen has a particular research focus on generation Y, brand value, sport and the wine industry. Karen has published in the area of brand value and generation Y and consulted on a range of research projects.
Dr Robin Pentecost, Griffith University
Robin is published in Psychology and Marketing, Asia Pacific Journal of Marketing and Logistics, and International Journal of Non-Profit and Voluntary Sector Marketing, Robin enjoys the analysis of data. While having an interest in and taught most courses of marketing his main areas of interest lie in events marketing, retail marketing and social marketing.
While now in the academic profession, Robin previously qualified as an electrician, and next spent 17 years in the performing arts marketplace. This involved undertaking controlling staff, budgeting and cost analysis for individual events. He now spends time when not teaching consulting on marketing research projects for academics and practitioners alike. Originally from New Zealand Robin has been at Griffith University since 2004, lives on the Gold Coast and loves the warm weather and water.
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