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Marketing Research [electronic resource] : A Practical Approach

By: Material type: Computer fileComputer filePublication details: London : SAGE Publications, 2008.ISBN:
  • 9781849204903
Subject(s): Genre/Form: Additional physical formats: Print version:: Marketing Research : A Practical ApproachDDC classification:
  • 658.83
LOC classification:
  • HF5415.2 .K59 2008
Online resources:
Contents:
Cover; Contents; Part 1 Introduction to Uses and Methods of Marketing Research; 1 Introduction to Marketing Research; 2 Research as a Process; 3 Determining the Research Question; 4 The Research Proposal; 5 Cultural Considerations for Marketing Research; 6 Conducting Secondary Research; Part 2 Qualitative Marketing Research; 7 Choosing Participants for Qualitative Research; 8 Planning and Conducting Focus Groups; 9 In-depth, Intercept and Expert Interviews; 10 Projective, Observational, Ethnography and Grounded Theory Techniques; Part 3 Quantitative Marketing Research
11 Determining Probability Samples12 Questionnaire Design; 13 Conducting Surveys; Part 4 Analyzing and Reporting Findings; 14 Analyzing Verbal and Other Qualitative Data; 15 Analyzing Numerical Data; 16 Report Writing and Presentation; Bibliography; Index
Summary: A highly practical student text with an emphasis on both critical thinking and hands-on application which gives appropriate weight to quantitative and qualitative techniques.
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Electronic Resource Electronic Resource UH Online Library Ebooks Not for loan
Total holds: 0

Enhanced descriptions from Syndetics:

Description based upon print version of record.

Cover; Contents; Part 1 Introduction to Uses and Methods of Marketing Research; 1 Introduction to Marketing Research; 2 Research as a Process; 3 Determining the Research Question; 4 The Research Proposal; 5 Cultural Considerations for Marketing Research; 6 Conducting Secondary Research; Part 2 Qualitative Marketing Research; 7 Choosing Participants for Qualitative Research; 8 Planning and Conducting Focus Groups; 9 In-depth, Intercept and Expert Interviews; 10 Projective, Observational, Ethnography and Grounded Theory Techniques; Part 3 Quantitative Marketing Research

11 Determining Probability Samples12 Questionnaire Design; 13 Conducting Surveys; Part 4 Analyzing and Reporting Findings; 14 Analyzing Verbal and Other Qualitative Data; 15 Analyzing Numerical Data; 16 Report Writing and Presentation; Bibliography; Index

A highly practical student text with an emphasis on both critical thinking and hands-on application which gives appropriate weight to quantitative and qualitative techniques.