Marketing Research, 4th edition, Juta

Marketing Research (4th Edition) Juta

Marketing Research (4th Edition) by Juta is a comprehensive and practical textbook designed to equip students and professionals with the knowledge and skills needed to conduct effective marketing research in today's dynamic business environment. The book provides a clear understanding of the marketing research process, from identifying business problems and developing research objectives to collecting, analysing, and interpreting data for informed decision-making.

Written with a strong South African and African market perspective, the textbook combines theory with real-world examples, case studies, and practical applications. It covers both qualitative and quantitative research methods, questionnaire design, sampling techniques, data analysis, report writing, and the ethical considerations involved in marketing research.

The 4th edition has been updated to reflect current trends in digital marketing, online research techniques, and data-driven decision-making, making it highly relevant for modern marketing students and practitioners. Its easy-to-understand language, structured approach, and practical focus make it an essential resource for undergraduate and postgraduate marketing students, researchers, and business professionals seeking to improve their research and analytical skills.

Key Features:

• Comprehensive coverage of the marketing research process.
• South African and African business context.
• Practical examples and real-world case studies.
• Updated content on digital and online research methods.
• Clear explanations of qualitative and quantitative research techniques.
• Useful for students, lecturers, researchers, and marketing professionals.

This textbook serves as an invaluable guide for anyone looking to understand consumer behaviour, market trends, and business opportunities through effective marketing research.