Marketing research: a concise introduction/

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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.

Bibliographic Details
Main Author: Kolb, Bonita M.
Format: Printed Book
Published: Los Angeles ; London : SAGE, 2018.
Edition:2nd ed.;
Subjects:
Marketing research.
Business and Management.
Marketing for schung
Table of 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 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.

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