TY  - BOOK
AU  - Benzo,Riccardo
AU  - Mohsen,Marwa G.
AU  - Fourali,Chahid
TI  - Markering research: planning, process, practice 
SN  - 1446294366
AV  - HF5415.2 .B4564 2018
U1  - 658.83 B44 2018 23
PY  - 2018///
CY  - Los Angeles, California, USA
PB  - SAGE Publications Inc.
KW  - Marketing research
N1  - Includes bibliographical references and index; PART I: SETTING UP MARKETING RESEARCH / Adding Value with Marketing Research / Identifying Marketing-Related (Business) Issues / Secondary Research: Facts and Theory / PART II: PLANNING MARKETING RESEARCH / Conceptualising Research: From Secondary to Primary Research / Marketing Research Designs / Sampling / PART III: QUALITATIVE RESEARCH IN MARKETING / Qualitative Research Methods: Elements of a Good Design / The Qualitative Research Tool-Box: Illustration Through Observation and Interviewing / The Merits of Mixed Design Research Methodology: Illustration Through Action Research and Case Studies / From Theory to Practice: Illustrating the Qualitative Research Process / PART IV: QUANTITATIVE RESEARCH IN MARKETING / Hypothesis Building and Testing / Quantitative Research Methodology / Questionnaire Design and Data Preparation for Analysis / Data Analysis Using Descriptive and Inferential Statistics / PART V: REPORTING MARKETING RESEARCH / Discussing Findings, Drawing Recommendations & Conclusions: Writing the Research Report / Verlag; CBA; Marketing Management
N2  - Offering a systematic approach and firm focus on planning, process and practice, this textbook is rooted in a keen understanding of what the key needs and challenges are for students of marketing research today. By providing targeted, practical solutions to a range of issues, the authors equip students with the tools they need to conquer the common pitfalls of designing research projects and confidently structure their marketing research projects from inception to delivery. Providing guidance on the key principles and skills involved at each step of the marketing research process, the chapters are arranged into core sections which progress through the stages of designing and setting up research, undertaking qualitative and quantitative research, and summarizing and reporting research. / Verlag; Outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.
UR  - https://study.sagepub.com/benzo
ER  -