Marketing research : a concise introduction / Bonita Kolb.
Material type:
TextPublisher: Los Angeles ; London : SAGE, 2018Edition: 2nd editionDescription: xiv, 311 pages ; 24 cmContent type: - text
- unmediated
- volume
- 9781526419279
- HF 5415.2 .K830 2018
| Item type | Current library | Collection | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Graduate Studies
|
DLSU-D GRADUATE STUDIES Graduate Studies | Graduate Studies | HF 5415.2 .K830 2018 (Browse shelf(Opens below)) | Available | 3CIR2018067218 |
Includes bibliographical references (pages 300-307) and index.
PART ONE: INTRODUCTION TO USE AND METHODS OF MARKETING RESEARCH -- Introduction to Marketing Research -- Research as a Process -- Determining the Research Question -- The Research Proposal -- Cultural Considerations for Marketing Research -- Conducting Secondary Research -- PART TWO: QUALITATIVE MARKETING RESEARCH -- Choosing Participants for Qualitative Research -- Planning and Conducting Focus Groups -- In-depth, Intercept and Expert Interviews -- Projective, Observational, Ethnography and Netnography Techniques -- PART THREE: QUANTITATIVE MARKETING RESEARCH -- Determining Probability Samples -- Questionnaire Design -- Conducting Surveys -- PART FOUR: ANALYZING AND REPORTING FINDINGS -- Analyzing Verbal and Other Qualtitative Data --Analyzing Numerical Data -- Report Writing and Presentation.
Essential to any student of the discipline, this book offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques.
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