Marketing research : planning, process, practice
Riccardo Benzo, Marwa G. Mohsen, Chahid Fourali
| Year of publication: |
2018
|
|---|---|
| Authors: | Benzo, Riccardo ; Mohsen, Marwa G. ; Fourali, Chahid |
| Publisher: |
Los Angeles : SAGE Publication |
| Subject: | Marktforschung | Market research | Marketingforschung |
| Description of contents: | Table of Contents [gbv.de] ; Description [study.sagepub.com] |
| Extent: | xiv, 410 Seiten Illustrationen |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook |
| Language: | English |
| Notes: | Part I: Setting up marketing research. 1. Introduction: adding value with marketing research ; 2. Identifying marketing-related (business) issues ; 3. Secondary research: facts and theory -- Part II: Planning marketing research. 4. Conceptualising research: from secondary to primary research ; 5. Marketing research designs ; 6. Sampling -- Part III: Qualitative research in marketing. 7. Qualitative research methods: elements of a good design ; 8. Determining a robust qualitative research approach: reviewing the methodological and data-gathering options ; 9. The merits of mixed design research methodology: illustration through action research and case studies ; 10. From theory to practice: illustrating the qualitative research process -- Part IV: Quantitative research in marketing. 11. Hypothesis building and testing ; 12. Quantitative research methodology ; 13. Questionnaire design and data preparation for analysis ; 14. Data analysis using descriptive and inferential statistics -- Part V: Reporting marketing research. 15. Discussing findings, drawing recommendations and conclusions: writing the research paper. |
| ISBN: | 978-1-4462-9435-2 ; 978-1-4462-9436-9 |
| Classification: | Marketing |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011862694