Libraries: Marketing: Research Methods

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SAGE Research Methods contains research methods, cases, datasets, and videos. All of these interfaces can be individually searched:

SAGE Research Methods This link opens in a new window
Research methodology at all levels, step by step
SAGE Research Methods (SRM) has a wide array of tools for every step of the research process plus hundreds of qualitative and quantitative methods, including interactive tools such as the Methods Map and Project Planner.
SAGE Research Methods Cases This link opens in a new window
Case studies showing how methods are applied in real research projects.
SAGE Research Methods Cases include hundreds of case studies showing how methods are applied in real research projects in various disciplines.
SAGE Research Methods Datasets This link opens in a new window
Collection of datasets that can be used to support the teaching and learning of quantitative and qualitative analytical methods used in the social sciences.
These are datasets taken from real research projects, but edited and cleaned for teaching purposes. Each dataset will be accompanied by a short clear narrative description of the data and easy-to-follow instructions on how to apply the research method.
SAGE Research Methods Videos This link opens in a new window
480+ videos covering the research process and hundreds of qualitative, quantitative, and mixed methods.
SAGE Research Methods Video includes hours of tutorials, interviews, video case studies, and mini-documentaries covering the entire research process.

Marketing research involves the collection, analysis and use of information about customers and consumers. Researchers employ methods such as online surveys, online interview, netnography and social network analysis. For more information on how to conduct market research, try Essentials of Marketing Research: Putting Research Into Practice, by Kenneth E. Clow & Karen E. James.

Need to find a Method? Explore the Methods Map!