Marketing research : a practical approach /
Bonita Kolb.
Bok Engelsk 2008 Bonita M. Kolb
| Utgitt | Los Angeles, [Calif.] ; London : : SAGE, , 2008.
|
|---|---|
| Omfang | 1 online resource (xiii, 292 p.)
|
| Opplysninger | Description based upon print version of record.. - Cover; Contents; Part 1 Introduction to Uses and Methods of Marketing Research; 1 Introduction to Marketing Research; 2 Research as a Process; 3 Determining the Research Question; 4 The Research Proposal; 5 Cultural Considerations for Marketing Research; 6 Conducting Secondary Research; Part 2 Qualitative Marketing Research; 7 Choosing Participants for Qualitative Research; 8 Planning and Conducting Focus Groups; 9 In-depth, Intercept and Expert Interviews; 10 Projective, Observational, Ethnography and Grounded Theory Techniques; Part 3 Quantitative Marketing Research. - 11 Determining Probability Samples12 Questionnaire Design; 13 Conducting Surveys; Part 4 Analyzing and Reporting Findings; 14 Analyzing Verbal and Other Qualitative Data; 15 Analyzing Numerical Data; 16 Report Writing and Presentation; Bibliography; Index. - 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.. - Specialized.
|
| Emner | |
| Dewey | |
| ISBN | 0-85702-801-4. - 1-282-11926-5. - 1-4462-4396-6. - 1-84920-490-X. - 9786612119262
|
