| 000 | 02515cam a2200445 i 4500 | ||
|---|---|---|---|
| 001 | 19541742 | ||
| 003 | KENaKMTC | ||
| 005 | 20240226103327.0 | ||
| 008 | 170307s2018 cau b 001 0 eng | ||
| 010 | _a 2017936059 | ||
| 020 |
_a9781526419279 _q(pbk.) |
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| 020 |
_a1526419270 _q(pbk.) |
||
| 020 | _a9781526419262 | ||
| 020 | _a1526419262 | ||
| 035 | _a(OCoLC)on1024081113 | ||
| 040 |
_aBER _beng _cKENaKMTC _dOCLCO _dPHCSB _erda _dUKWOH _dOCLCQ _dYDX _dDLC |
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| 042 | _alccopycat | ||
| 050 | 0 | 0 |
_aHF5415.2 _b.K589 2018 |
| 082 | 0 | 4 |
_a658.8/3 _223 |
| 100 | 1 |
_aKolb, Bonita M., _eauthor. |
|
| 245 | 1 | 0 |
_aMarketing research : _ba concise introduction / _cBonita Kolb. |
| 250 | _a2nd edition. | ||
| 260 |
_aLos Angeles ; _aLondon : _bSAGE, _c2018. |
||
| 300 |
_axiv, 311 pages ; _c24 cm |
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| 504 | _aIncludes bibliographical references (pages 300-307) and index. | ||
| 505 | 0 | _aPART 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. | |
| 520 | _aEssential 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. | ||
| 650 | 0 | _aMarketing research. | |
| 650 | 7 |
_aBusiness and Management. _2eflch |
|
| 650 | 7 |
_aMarketing research. _2fast |
|
| 650 | 7 |
_aMarketingforschung _2gnd |
|
| 650 | 7 |
_aMarktforschung _2gnd |
|
| 650 | 7 |
_aBusiness and Management. _2ukslc |
|
| 655 | 4 | _aLehrbuch. | |
| 655 | 7 |
_aLehrbuch. _2swd |
|
| 906 |
_a7 _bcbc _ccopycat _d2 _encip _f20 _gy-gencatlg |
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| 942 |
_2lcc _cBK _xC.A |
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| 999 |
_c35835 _d35835 |
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