Doing Marketing Research by Alison Lawson PAPERBACK 9781032972244

Name: Doing Marketing Research by Alison Lawson PAPERBACK 9781032972244
Brand: Taylor & Francis Ltd

Taylor & Francis Ltd

Traditional research methods in marketing can be illuminating when used well, but all too often their results fail to provide the depth of understanding that organisations need to anticipate market needs.\nDoing Marketing Research enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This unique book explains market sensing simply and practically and demonstrates how it can benefit researchers. It teaches non-mainstream and alternative research methods, which facilitate innovative research design and achieve deep insights into the mindsets of consumers. The methods explored in this book include sensory research using ZMET, discourse analysis, consumer ethnography, social media networks, narrative and storytelling and\n\nDoing Marketing Research\nAlternative Methods for Market Sensing\nFree UK delivery on this item.\n\nThis brand new item is available with free UK delivery using Royal Mail tracked services.\n\nP;