Cambridge Marketing Handbook: Research / Steve Bax.

A guide to the key things that all marketers need to know about marketing research. It 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; and the types of data and key steps to follow in gathering them.

As with many marketing disciplines, jargon abounds, creating barriers to entry for those that see it this way. The Cambridge Marketing Handbook: Marketing Research aims to bust the jargon and to explain the process in a straightforward, easy to understand, way.

This handbook guides the reader through the basic principles of market and marketing research. Among the topics covered are the key roles that research plays in marketing decision making, planning and implementing research, secondary and primary data methodologies, and legal and ethical considerations.

Includes bibliographical references and index.