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Marketing research : a practical approach / Bonita Kolb.

By: Material type: TextTextPublication details: Los Angeles : SAGE, 2008.Description: xiii, 292 p. ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1412947960 (hbk.)
  • 9781412947961 (hbk.)
  • 1412947979 (pbk.)
  • 9781412947978 (pbk.)
Subject(s): DDC classification:
  • 658.83 22 K.B.M
LOC classification:
  • HF5415.2 .K59 2008
Online resources:
Contents:
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.
Summary: 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.
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Holdings
Item type Current library Collection Call number Status Date due Barcode
Books Books Main library B8 Commerce and business administration ( Marketing ) 658.83 K.B.M (Browse shelf(Opens below)) Available 00005051

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.

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