Marketing research : a concise introduction / Bonita Kolb.
By: Kolb, Bonita M [author.].
Los Angeles ; London : SAGE, ©2018Edition: 2nd edition.Description: 311 pages ; 24 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781526419279.Subject(s): Marketing research | Business and Management | Marketing research | Marketingforschung | Marktforschung | Business and ManagementGenre/Form: Lehrbuch. | Lehrbuch. | Print books.| Current location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|
| On Shelf | HF5415.2 .K589 2018 (Browse shelf) | Available | AU00000000014563 |
Includes bibliographical references (pages 300-307) and index.
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.
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.