ISBN 9780071321082,Marketing Research

Marketing Research



Tata McGraw - Hill Education

Publication Year 2011

ISBN 9780071321082

ISBN-10 007132108X


Edition 2nd
Number of Pages 616 Pages
Language (English)


Overview: Marketing Research covers the design of research projects and surveys, focus groups, interviewing, research analysis, reporting and ethics. Each chapter includes learning objectives, examples, key terms, technology updates, critical thinking questions and case-studies, capped off with up to 30 end-of-chapter review questions. Solutions to all questions and case-study tasks are provided to teachers via an Instructors Manual, featuring a range of classroom support tools. TABLE OF CONTENTS Marketing Research Part 1: Setting the scene Chapter 1: Introduction to marketing research Chapter 2: Types of market research projects Chapter 3: Designing a research project and writing a proposal Part 2: Exploring the issues Chapter 4: Secondary data Chapter 5: Focus groups Chapter 6: Depth interviews Part 3: Designing and conducting surveys Chapter 7: Survey data collection methods Chapter 8: Sampling Chapter 9: Measurement and scaling Chapter 10: An introduction to questionnaire design Chapter 11: Question structure, pre-coding and pre-testing Chapter 12: Planning and managing fieldwork Part 4: Analysing and reporting Chapter 13: Preparing survey data for analysis Chapter 14: Understanding and analysing statistical data Chapter 15: Reporting research Part 5: Ethics Chapter 16: Ethical issues in market research Glossary Index Salient Features Training packages: Marketing Research 2e has been updated to meet the revised requirements of the VET National Marketing Curriculum. New content: The second edition has been expanded to include: The impact of new technologies, with each chapter detailing the relationship between the Internet and subject disciplines Critical thinking activities, to encourage students to apply the theory to real life situations and marketing research practice Additional information on qualitative versus qualitative

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