Marketing research : a practical approach /
Kolb, Bonita M.
Marketing research : a practical approach / Bonita Kolb. - Los Angeles : SAGE, 2008. - xiii, 292 p. ; 24 cm.
Includes bibliographical references (p. [280]-287) 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 Grounded Theory 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.
1412947960 (hbk.) 9781412947961 (hbk.) 1412947979 (pbk.) 9781412947978 (pbk.)
2007934524
Marketing research.
HF5415.2 / .K59 2008
658.83 / K.B.M
Marketing research : a practical approach / Bonita Kolb. - Los Angeles : SAGE, 2008. - xiii, 292 p. ; 24 cm.
Includes bibliographical references (p. [280]-287) 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 Grounded Theory 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.
1412947960 (hbk.) 9781412947961 (hbk.) 1412947979 (pbk.) 9781412947978 (pbk.)
2007934524
Marketing research.
HF5415.2 / .K59 2008
658.83 / K.B.M