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内容説明 Aimed at post-introductory Marketing undergraduates and postgraduate students， Marketing Research is the first UK textbook to offer the advantages of presentation and format associated with a US textbook， yet still provide a comprehensive coverage of approaches， methods and applications of market research in a primarily European and international context. Unlike other textbooks which implicitly focus on client-based research， Marketing Research compares and contrasts research from both academic and client-based perspectives. This text has an innovative approach which focuses on the need for market research to be viewed on a systemic level， as an integrated creative process， composed of varying practical and theoretical approaches which can be tailored to each research project.