Introducing Marketing Research
Paperback Engels 2002 9780471497707Samenvatting
The primary purpose of marketing research is to gather information which will allow your company or organisation to make better, more informed decisions. Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one–semester course, they do not focus on important qualitative issues such as depth interviews and focus groups – Baines and Chansarkar redress this imbalance. Written as an introduction to marketing research for students taking a one–semester module Introducing Market Research includes chapters on business to business marketing research and Internet marketing research. The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.
Specificaties
Lezersrecensies
Inhoudsopgave
<br />
<br /> Foreword by David Smith
<br />
<br /> Preface
<br />
<br /> About the Authors
<br />
<br /> About the Contributors
<br />
<br /> Part 1 Research Design and Methods
<br />
<br /> Introduction to Marketing Research
<br />
<br /> Marketing Research: Design and Process
<br />
<br /> Desk Research and Secondary Data Collection
<br />
<br /> Qualitative Research: Data Collection and Analysis
<br />
<br /> Survey and Questionnaire Design
<br />
<br /> Part 2 Statistical Considerations
<br />
<br /> Basic Statistics and Data Analysis
<br />
<br /> An Introduction to Sampling
<br />
<br /> Hypothesis Testing and Tests of Association
<br />
<br /> Hypothesis Testing and Tests of Difference
<br />
<br /> Part 3 Contexts in Marketing Research
<br />
<br /> International Marketing Research
<br />
<br /> Internet Marketing Research
<br />
<br /> Business to Business Marketd and Marketing Research
<br />
<br /> Appendix 1: Selected Sources of Secondary Information
<br />
<br /> Appendix 2: Statistical Tables
<br />
<br /> Glossary
<br />
<br /> Index
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