Doing Marketing Research Alternative Methods For Market Sensing Second Edition By Alison Lawson And Charles Hancock 2026/2027 Academic Year

Master the art of deep consumer insight with Doing Marketing Research, Second Edition. Edited by Alison Lawson and Charles Hancock, this essential guide moves beyond traditional methods to explore alternative market sensing techniques like ZMET sensory research, ethnography, gamification, and discourse analysis. Fully updated for the 2026/2027 academic year, it includes new chapters on Delphi methods, archival research, visual methods, and decolonisation of research. Perfect for advanced undergr...