TY  - BOOK
AU  - Kolb,Bonita M.
TI  - Marketing research: a practical approach 
SN  - 1412947960 (hbk.)
AV  - HF5415.2 .K59 2008
U1  - 658.83 22
PY  - 2008///
CY  - Los Angeles
PB  - SAGE
KW  - Marketing research
N1  - 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

N2  - 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

UR  - http://www.loc.gov/catdir/enhancements/fy0804/2007934524-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy0804/2007934524-t.html
UR  - http://repository.fue.edu.eg/xmlui/handle/123456789/4333
ER  -