Kolb, Bonita M., <br/><br/>
Marketing research :  a concise introduction / 
Bonita Kolb. 
 - Second edition. 
 - Los Angeles :  SAGE,  c2018. 
 - xiv, 311 pages ;  24 cm 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>9781526419279 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.<br/>Business and Management.
<br/><br/><label>LC Class. No.: </label>HF5415.2  / .K65 2018