Bonita Kolb

Marketing Research (eBook, ePUB)

A Concise Introduction

• Format: ePub

Produktbeschreibung

An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

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Produktdetails

• Verlag: SAGE Publications
• Seitenzahl: 328
• Erscheinungstermin: 23. Oktober 2017
• Englisch
• ISBN-13: 9781526422927
• Artikelnr.: 49944062

Autorenporträt

Dr. Bonita Kolb has taught marketing to undergraduate and graduate students in both the US and Europe. Now a Professor Emeritus at Lycoming College, she continues to write and research on issues related to tourism. A resident of Nashville, Tennessee in the US, she is involved in promoting tourism and studying its economic effects.

Inhaltsangabe

Part 1: Introduction to Uses and Methods of Marketing Research
Chapter 1: Introduction To Marketing Research
Chapter 2: Research as a Process
Chapter 3: Determining The Research Question
Chapter 4: The Research Proposal
Chapter 5: Cultural Considerations for Marketing Research
Chapter 6: Conducting Secondary Research
Part 2: Qualitative Marketing Research
Chapter 7: Choosing Participants For Qualitative Research
Chapter 8: Planning and Conducting Focus Groups
Chapter 9: In-depth, Intercept and Expert Interviews
Chapter 10: Projective, Observational and Netnography Techniques
Part 3: Quantitative Marketing Research
Chapter 11: Determining Probability Samples
Chapter 12: Questionnaire Design
Chapter 13: Conducting Surveys
Part 4: Analyzing and Reporting Findings
Chapter 14: Analyzing Verbal And Other Qualitative Data
Chapter 15: Analyzing Numerical Data
Chapter 16: Report Writing And Presentation

Rezensionen

This text provides a broad, yet thorough, coverage of marketing research techniques with an excellent balance between conventional and contemporary qualitative and quantitative design. It is a valued addition to all marketing research courses.

Dr. Vish Maheshwari