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Marketing research : planning, process, practice / Riccardo Benzo, Marwa G. Mohsen, Chahid Fourali.

By: Benzo, Riccardo author.
Contributor(s): Mohsen, Marwa G., author. | Fourali, Chahid, author.
Call number: HF5415.2 B456 2018 Material type: TextTextPublisher: 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
Contents:
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.
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Item type Location Location Call number Copy number Barcode Status Date due
10000 General Book 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.

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