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

By: Contributor(s): Publisher: Los Angeles, California, USA : SAGE Publications Inc., ©2018Description: xiv, 410 pages : color illustrations ; 25 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1446294366
  • 9781446294369
  • 9781446294352
  • 1446294358
Subject(s): DDC classification:
  • 658.83 B44 2018 23
LOC classification:
  • HF5415.2 .B4564 2018
Online resources:
Contents:
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
Summary: 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 Summary: 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.
Holdings
Item type Current library Collection Call number Status Barcode
Books Books College Library General Circulation Section GC GC 658.83 B44 2018 (Browse shelf(Opens below)) Available HNU001035

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

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.

College of Business and Accountancy Marketing Management

Text in English

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