Taking a refreshingly non-technical approach, this textbook gives students a concise overview of the marketing research process.

This text equips students with the skills needed to interpret research and use their findings to effect meaningful change. Keeping digital data and internet research at its heart, it details the main stages of the research process, covering both quantitative and qualitative methods. A plethora of case studies and examples helps students grasp the practical applications of theory.

This textbook is ideal for use on marketing research courses at undergraduate, postgraduate and MBA levels.

New to the 5th edition:
- Updated cases, examples and business environment terminology incorporating recent developments in the industry
- New material on experimental research, machine learning and big data, with a new feature within each chapter: AI in marketing research
- Redeveloped content on ethics and the UN Sustainable Development Goals
- Features and examples that have been amended to be more inclusive, with a greater range of profiles

Accompanying free online resources designed to support teaching and learning can be found at bloomsbury.pub/marketing-research-5e