Marketing research : a practical approach / Bonita Kolb.
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.
Saved in:
| Main Author: | |
|---|---|
| Format: | Ebook |
| Language: | English |
| Published: |
Los Angeles :
SAGE,
2008.
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| Subjects: | |
| Online Access: | SAGE |
MARC
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| 100 | 1 | |a Kolb, Bonita M., |e author. |9 1053517 | |
| 245 | 1 | 0 | |a Marketing research : |b a practical approach / |c Bonita Kolb. |
| 264 | 1 | |a Los Angeles : |b SAGE, |c 2008. | |
| 300 | |a 1 online resource (xiii, 292 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
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| 504 | |a Includes bibliographical references (pages 280-287) and index. | ||
| 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 Grounded Theory Techniques PART THREE: QUANTITATIVE MARKETING RESEARCH Determining Probability Samples Questionnaire Design Conducting Surveys PART FOUR: ANALYZING AND REPORTING FINDINGS Analyzing Verbal and Other Qualitative 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. | ||
| 538 | |a Mode of access: World Wide Web. | ||
| 588 | |a Machine converted from AACR2 source record. | ||
| 588 | |a Based on print version record. | ||
| 650 | 0 | |a Marketing research |9 338698 | |
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