Introducing Marketing Research

Häftad, Engelska, 2002

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Beskrivning

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 - the authors redress this imbalance. Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research. The authors adopt a practical focus and include numerous examples as well as coursework assignments.

Produktinformation

Utgivningsdatum:2002-04-22
Mått:188 x 238 x 20 mm
Vikt:652 g
Format:Häftad
Språk:Engelska
Antal sidor:368
Förlag:John Wiley & Sons Inc
ISBN:9780471497707

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School. BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.

Recensioner i media

"…an excellent introduction to the topic…certainly a text I would recommend for undergraduate marketing/ marketing research courses…" (The Marketing Review, Winter 2002)

Innehållsförteckning

Foreword by Robert M Worcester Foreword by David Smith Preface About the Authors About the Contributors Part 1 Research Design and Methods Introduction to Marketing Research Marketing Research: Design and Process Desk Research and Secondary Data Collection Qualitative Research: Data Collection and Analysis Survey and Questionnaire Design Part 2 Statistical Considerations Basic Statistics and Data Analysis An Introduction to Sampling Hypothesis Testing and Tests of Association Hypothesis Testing and Tests of Difference Part 3 Contexts in Marketing Research International Marketing Research Internet Marketing Research Business to Business Marketd and Marketing Research Appendix 1: Selected Sources of Secondary Information Appendix 2: Statistical Tables Glossary Index