Marketing research : a concise introduction / Bonita Kolb.
Material type: TextPublication details: Los Angeles : SAGE, c2018Edition: Second editionDescription: xiv, 311 pages ; 24 cmISBN: 9781526419279Subject(s): Marketing research | Business and ManagementLOC classification: HF5415.2 | .K65 2018Item type | Home library | Call number | Copy number | Status | Notes | Date due | Barcode |
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Books | MMSU Main Library | HF5415.2K65 2018 CIRC (Browse shelf(Opens below)) | 19-0144 | Available | Circulation | 35349 |
Includes bibliographical references and index.
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.
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.
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