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Marketing Research: Planning, Process, Practice

by Riccardo Benzo, Marwa G. Mohsen and Chahid Fourali

Student Resources

  1. (Introduction) Adding Value with Marketing Research
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
  2. Identifying Marketing-Related (Business) Issues
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
    • Weblinks
  3. Secondary Research. Facts and Theory
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Weblinks
  4. Conceptualising Research. From Secondary to Primary Research
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
  5. Marketing Research Designs
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
    • Weblinks
  6. Sampling
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
  7. Qualitative Research Methods. Elements of a Good Design
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
  8. Determining a Robust Qualitative Research Approach. Reviewing the Methodological and Data Gathering Options
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
  9. The Merits of Mixed Design Research Methodology. Illustration Through Action Research and Case Studies
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
  10. From Theory to Practice. Illustrating the Qualitative Research Process
    • Multiple Choice Quizzes
    • Extended Further Reading
    • Weblinks
  11. Hypothesis Building and Testing
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
    • Weblinks
  12. Quantitative Research Methodology
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
    • Weblinks
  13. Questionnaire Design and Data Preparation for Analysis
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
    • Weblinks
  14. Data Analysis Using Descriptive and Inferential Statistics
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
    • Weblinks
  15. Discussing Findings, Drawing Recommendations & Conclusions. Writing the Research Report
    • Multiple Choice Quizzes
    • SAGE Further Reading
    • Extended Further Reading
    • Weblinks
  • Study Skills
  • About the Book

SAGE Further Reading

Cunliffe, A. L. (2011) Crafting qualitative research: Morgan and Smircich 30 years on. Organizational Research Methods, 14 (4), pp. 647–673.

Grover, R. and Vriens, M. (2006) The Handbook of Marketing Research: Uses, Misuses and Future Advances. Thousand Oaks, CA: Sage. 

Hunt, S. D. and Hansen, J. M. (2008) The philosophical foundations of marketing research: for scientific realism and truth. Belk College of Business [online]. 

Pascale, R. T. (1984) Perspectives on strategy: the real story behind Honda’s success. California Management Review, 26 (3), pp. 47–72.

Research Methodology (2016) Inductive approach [online]. 

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