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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:
9781526422354
Format:
Ebk 432 pages
Price:
AU$122.00 NZ$125.22
Product Status: Available
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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) Issues
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 – The Qualitative Research Tool-Box: Illustration Through Observation and Interviewing
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 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.