Description
Marketing Research: Applied Insight, 6th Edition by Nunan, Birks, and Malhotra is a leading textbook designed for undergraduate, postgraduate, and MBA students studying marketing research. Focused on both theory and practical application within a European context, this comprehensive guide helps students understand modern marketing research methods and how they are applied in real business environments.
The book provides a clear and structured explanation of the complete marketing research process, from problem definition and research design to data collection, analysis, and the communication of research findings. Covering both qualitative and quantitative research methods, the text helps students build the analytical and decision-making skills needed for successful marketing research and business strategy development.
Featuring a wide range of European and international case studies, the book demonstrates how organizations use marketing research to solve managerial problems, improve customer understanding, and support strategic marketing decisions. Real-world examples and practical exercises in every chapter encourage students to apply concepts to current marketing challenges and business scenarios.
The 6th Edition also explores contemporary topics shaping the marketing industry, including social media marketing, mobile marketing, customer experience, customer loyalty, brand management, relationship marketing, customer equity, experiential marketing, creativity, and socially responsible marketing practices.
Integrated digital learning resources, including online materials and instructor support tools, enhance the learning experience for both students and educators. The eBook version allows readers to search content, highlight key concepts, make notes, and study across multiple devices, including desktop, tablet, and mobile platforms.
Ideal for students and professionals seeking a strong foundation in marketing research, Marketing Research: Applied Insight combines academic rigor with practical business applications to prepare readers for success in modern marketing environments.
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