Á lódáil...
Marketing research: a concise introduction/
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.
| Príomhúdar: | |
|---|---|
| Formáid: | Printed Book |
| Foilsithe: |
Los Angeles ; London :
SAGE,
2018.
|
| Eagrán: | 2nd ed.; |
| Ábhair: |
| LEADER | 01748cam a2200205 i 4500 | ||
|---|---|---|---|
| 020 | |a 9781526419279 | ||
| 082 | 0 | 4 | |a 658.83 |b KOL-M |
| 100 | 1 | |a Kolb, Bonita M., | |
| 245 | 1 | 0 | |a Marketing research: a concise introduction/ |
| 250 | |a 2nd ed.; | ||
| 260 | |a Los Angeles ; |a London : |b SAGE, |c 2018. | ||
| 300 | |a xiv, 311 pages ; | ||
| 505 | 0 | |a 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 Netnography 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. | |
| 520 | |a 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. | ||
| 650 | 0 | |a Marketing research. | |
| 650 | 7 | |a Business and Management. | |
| 650 | 7 | |a Marketing for schung | |
| 942 | |c REF | ||
| 999 | |c 54438 |d 54438 | ||
| 952 | |0 0 |1 0 |4 0 |6 658_830000000000000_KOLM |7 0 |9 68605 |a KU |b KU |d 2019-05-23 |e PICO.A2/5736/2013 dtd 02/05/2018 |g 3502.30 |l 0 |o 658.83 KOL-M |p MB07710 |r 2019-05-23 |w 2019-05-23 |y REF | ||