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Marketing Research: Planning, Process, Practice

by Riccardo Benzo, Chahid Fourali and Marwa Gad Mohsen SAGE Publications Ltd
Pub Date:
12/2017
ISBN:
9781446294352
Format:
Hbk 432 pages
Price:
AU$295.00 NZ$300.00
Product Status: Available in Approx 14 days
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Available as eBook
AU$95.00 | NZ$106.17

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Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.

Part I: Setting Up Marketing Research
Chapter 1: (Introduction) Adding Value with Marketing Research
Chapter 2: Identifying Marketing-Related (Business) Islsues
Chapter 3: Secondary Research: Facts and Theory
Part II: Planning Marketing Research
Chapter 4: Conceptualising Research: From Secondary to Primary Research
Chapter 5: Marketing Research Designs
Chapter 6: Sampling
Part III: Qualitative Research in Marketing
Chapter 7: Qualitative Research Methods: Elements of a Good Design
Chapter 8: Determining a Robust Qualitative Research Approach: Reviewing the Methodological and Data Gathering Options
Chapter 9: The Merits of Mixed Design Research Methodology: Illustration Through Action Research and Case Studies
Chapter 10: From Theory to Practice: Illustrating the Qualitative Research Process
Part IV: Quantitative Research in Marketing
Chapter 11: Hypothesis Building and Testing
Chapter 12: Quantitative Research Methodology
Chapter 13: Questionnaire Design and Data Preparation for Analysis
Chapter 14: Data Analysis Using Descriptive and Inferential Statistics
Part V: Reporting Marketing Research
Chapter 15: Discussing Findings, Drawing Recommendations & Conclusions: Writing the Research Report

Marketing Research: Planning Process and Practice offers clear guidance for undergraduate and masters students wishing to undertake a marketing research project. Written in a lively and informative manner and covering both qualitative and quantitative designs, the book supports the student throughout  the entire research process from setting up and planning to reporting the findings.