Essential to any student of the discipline, this book offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques

Cultural marketing challenges -- From high art to popular culture -- The new culture participant -- Marketing and the external environment -- Consumer motivation and the purchase process -- Consumer segmentation -- Researching the consumer -- The product and the venue -- Pricing and funding as...

"This short textbook provides students with a concise yet comprehensive overview of the fundamentals of Marketing Research. Mapped closely to the structure of a typical Marketing Research module, the book takes the student through the full process, from developing the hypothesis and setting the...

There is a general assumption that young people do not attend arts events because ticket prices are too high. To test the validity of this assumption, a survey of students' attitudes toward attending the performing arts was conducted. The data revealed that whilst students are concerned about...