A streamlined and traditional approach to marketing research for students approaching the subject for the first time.
Introduction to the concepts of marketing research. This book discusses developments in the areas of qualitative data analysis and marketing decisions support systems. It covers Internet databases, the use of Internet, and increased references to journal articles. It is aimed at undergraduates studying marketing research and MBA students.
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1. The nature of marketing research
2. Planning the research project
3. Secondary data
4. Sampling
5. Surveys
6. Measurement and scaling
7. Questionnaires
8. Qualitative research
9. Observations and experiments
10. Quantitative data analysis
11. Qualitative data analysis
12. Evaluating, reports and presentation
13. Applied marketing research
14. Marketing research settings: business-to-business, services and internal marketing
15. Global marketing research
16. Marketing decision-support systems
Further case studies
Glossary
Bibliography
Index
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A streamlined and traditional approach to marketing research for students approaching the subject for the first time.
Produktdetaljer
ISBN
9780273694946
Publisert
2005-07-27
Utgave
4. utgave
Utgiver
Vendor
Financial Times Prentice Hall
Vekt
1170 gr
Høyde
243 mm
Bredde
189 mm
Dybde
32 mm
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
616
Forfatter