ISBN 9780195676969,Marketing Research : Concepts, Practices And Cases

Marketing Research : Concepts, Practices And Cases



Oxford University Press

Publication Year 2006

ISBN 9780195676969

ISBN-10 0195676963


Number of Pages 605 Pages
Language (English)

Web / Internet databases

Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines both the quantitative and qualitative aspects of marketing research, and addresses its utility for both the researcher and the end user. Was this product information helpful? Yes No TABLE OF CONTENTS Preface Acknowledgements Part One: Introduction to Marketing Research Nature and Scope of Marketing Research The Role of Research in Marketing Practical Tips for Researchers Part Two: Planning for Marketing Research Stages in Planning Marketing Research Types of Research Types and Sources of Data Experimentation Interview Techniques Sampling Designing Questionnaires and Interview Guides Building Attitude Exploration into Questionnaires Part Three: Implementing Research: Quantitative Surveys Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis Specific Techniques for Analysis of Data Computer Based Techniques of Data Analysis Part Four: Qualitative Research and its Implementation Qualitative Research Qualitative Research Methodology Analysis and Interpretation of Qualitative Research Data Part Five: Getting Meaning Out of Data and its Application Report Writing and Presentation Interpretation of Marketing Research Reports Applications of Marketing Research