Marketing research : planning, process, practice / Riccardo Benzo, Marwa G. Mohsen, Chahid Fourali.
Contributor(s): Mohsen, Marwa G., author. | Fourali, Chahid, author.Call number: HF5415.2 B456 2018 Material type: TextPublisher: Thousand Oaks, California : SAGE, 2018Description: xiv, 410 pages : color illustrations ; 26 cm.Content type: text | still image Media type: unmediated Carrier type: volumeISBN: 9781446294369 (pbk.) ; 9781446294352 (hbk.)Subject(s): Marketing researchDDC classification: 658.8/3
|Item type||Location||Location||Call number||Copy number||Barcode||Status||Date due|
|General Book||ODI General Collection||ODI General Collection||HF5415.2 B456 2018 (Browse shelf)||1||1000525655||Available|
Includes bibliographical references and index.
Part I: Setting up marketing research. 1. Introduction: adding value with marketing research ; 2. Identifying marketing-related (business) issues ; 3. Secondary research: facts and theory -- Part II: Planning marketing research. 4. Conceptualising research: from secondary to primary research ; 5. Marketing research designs ; 6. Sampling -- Part III: Qualitative research in marketing. 7. Qualitative research methods: elements of a good design ; 8. Determining a robust qualitative research approach: reviewing the methodological and data-gathering options ; 9. The merits of mixed design research methodology: illustration through action research and case studies ; 10. From theory to practice: illustrating the qualitative research process -- Part IV: Quantitative research in marketing. 11. Hypothesis building and testing ; 12. Quantitative research methodology ; 13. Questionnaire design and data preparation for analysis ; 14. Data analysis using descriptive and inferential statistics -- Part V: Reporting marketing research. 15. Discussing findings, drawing recommendations and conclusions: writing the research paper.