Marketing research: a concise introduction
2nd edition. - Los Angeles; London; New Delhi; Singapore; Washington DC; Melbourne: SAGE Publication, 2018
Buch, Gedruckte Ressource
- XIV, 311 Seiten
Zugriff:
- Hochschule Rhein-Waal, Bibliothek (DE-1383), Bibliothekskatalog
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
PART ONE: INTRODUCTION TO USE AND METHODS OF MARKETING RESEARCH -- Introduction to Marketing Research -- Research as a Process -- Determining the Research Question -- The Research Proposal -- Cultural Considerations for Marketing Research -- Conducting Secondary Research -- PART TWO: QUALITATIVE MARKETING RESEARCH -- Choosing Participants for Qualitative Research -- Planning and Conducting Focus Groups -- In-depth, Intercept and Expert Interviews -- Projective, Observational, Ethnography and Netnography Techniques -- PART THREE: QUANTITATIVE MARKETING RESEARCH -- Determining Probability Samples -- Questionnaire Design -- Conducting Surveys -- PART FOUR: ANALYZING AND REPORTING FINDINGS -- Analyzing Verbal and Other Qualtitative Data --Analyzing Numerical Data -- Report Writing and Presentation
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Marketing research: a concise introduction
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Verantwortlichkeitsangabe: | Bonita Kolb |
Autor/in / Beteiligte Person: | Kolb, Bonita M. [Autor/in] |
Ausgabe: | 2nd edition |
Veröffentlichung: | Los Angeles; London; New Delhi; Singapore; Washington DC; Melbourne: SAGE Publication, 2018 |
Medientyp: | Buch |
Datenträgertyp: | Gedruckte Ressource |
Umfang: | XIV, 311 Seiten |
ISBN: | 9781526419279; 1526419270 |
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