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Marketing research : a concise introduction / Bonita Kolb.

By: Material type: TextTextPublication details: Los Angeles ; London : SAGE, 2018.Edition: 2nd editionDescription: xiv, 311 pages ; 24 cmISBN:
  • 9781526419279
  • 1526419270
  • 9781526419262
  • 1526419262
Subject(s): Genre/Form: DDC classification:
  • 658.8/3 23
LOC classification:
  • HF5415.2 .K589 2018
Contents:
PART ONE: INTRODUCTION TO USE AND METHODS OF MARKETING RESEARCH -- Introduction to Marketing Research -- Research as a Process -- Determining the Research Question -- The Research Proposal -- Cultural Considerations for Marketing Research -- Conducting Secondary Research -- PART TWO: QUALITATIVE MARKETING RESEARCH -- Choosing Participants for Qualitative Research -- Planning and Conducting Focus Groups -- In-depth, Intercept and Expert Interviews -- Projective, Observational, Ethnography and Netnography Techniques -- PART THREE: QUANTITATIVE MARKETING RESEARCH -- Determining Probability Samples -- Questionnaire Design -- Conducting Surveys -- PART FOUR: ANALYZING AND REPORTING FINDINGS -- Analyzing Verbal and Other Qualtitative Data --Analyzing Numerical Data -- Report Writing and Presentation.
Summary: Essential to any student of the discipline, this book offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques.
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Holdings
Item type Current library Call number Status Date due Barcode
Books Books KMTC:NAKURU CAMPUS HF5415.2 .K589 2018 (Browse shelf(Opens below)) Available NKU6674/24

Includes bibliographical references (pages 300-307) and index.

PART ONE: INTRODUCTION TO USE AND METHODS OF MARKETING RESEARCH -- Introduction to Marketing Research -- Research as a Process -- Determining the Research Question -- The Research Proposal -- Cultural Considerations for Marketing Research -- Conducting Secondary Research -- PART TWO: QUALITATIVE MARKETING RESEARCH -- Choosing Participants for Qualitative Research -- Planning and Conducting Focus Groups -- In-depth, Intercept and Expert Interviews -- Projective, Observational, Ethnography and Netnography Techniques -- PART THREE: QUANTITATIVE MARKETING RESEARCH -- Determining Probability Samples -- Questionnaire Design -- Conducting Surveys -- PART FOUR: ANALYZING AND REPORTING FINDINGS -- Analyzing Verbal and Other Qualtitative Data --Analyzing Numerical Data -- Report Writing and Presentation.

Essential to any student of the discipline, this book offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques.

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