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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 Printed Pages: 616. Buchnummer des Verkäufers 67587
Titel: Marketing Research (Second Edition)
Verlag: McGraw Hill Education
Auflage: 2nd edition.