Title:
Essentials of marketing research
Personal Author:
Edition:
3rd ed.
Publication Information:
Harlow, Essex : Prentice Hall, 2003
ISBN:
9780273674009
Subject Term:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010049449 | HF5415.2 P76 2003 | Open Access Book | Book | Searching... |
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Summary
Summary
The third edition of Essentials of Marketing Research offers a concise introduction to all the major concepts as well as discussing new developments in the field of market research, whilst positioning it in the real world of marketing communications.
This text is ideal for undergraduates studying marketing research for the first time as well as anyone who seeks a basic understanding of this topic.
Table of Contents
| 1 The nature of marketing research |
| 2 Planning the research project |
| 3 Secondary data |
| 4 Sampling |
| 5 Surveys |
| 6 Measurement and scaling |
| 7 Questionnaires |
| 8 Qualitative research |
| 9 Observations and experiments |
| 10 Quantitative data analysis |
| 11 Qualitative data analysis |
| 12 Reports and their presentation |
| 13 Applied marketing research |
| 14 Marketing research settings: business-to-business, services and internal marketing |
| 15 Global marketing research |
| 16 Marketing decision-support system |
| Further case studies |
| Glossary |
| Bibliography |
| Index |
