Marketing research a practical approach

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... to all relevant national and international laws Market researchers will behave ethically and will not anything which might damage the reputation of market research Market researchers will take... must have strong analytical and communications skills, and be skilled in quantitative and qualitative research methods, survey design, statistical analysis, and data collection techniques Marketing. .. provide marketing research services to companies As a result, universities started to teach marketing research as an academic field to provide the necessary professionals Academic research continues

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Contents
Part 1 Introduction to Uses and Methods of Marketing Research
- 1 Introduction to Marketing Research
- 2 Research as a Process
- 3 Determining the Research Question
- 4 The Research Proposal
- 5 Cultural Considerations for Marketing Research
- 6 Conducting Secondary Research
- Part 2 Qualitative Marketing Research
  - 7 Choosing Participants for Qualitative Research
  - 8 Planning and Conducting Focus Groups
  - 9 In-depth, Intercept and Expert Interviews
  - 10 Projective, Observational, Ethnography and Grounded Theory Techniques
  - Part 3 Quantitative Marketing Research
    - 11 Determining Probability Samples
    - 12 Questionnaire Design
    - 13 Conducting Surveys
    - Part 4 Analyzing and Reporting Findings
      - 14 Analyzing Verbal and Other Qualitative Data
      - 15 Analyzing Numerical Data
      - 16 Report Writing and Presentation
      - Bibliography
      - Index

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Marketing research a practical approach

Thông tin tài liệu

Từ khóa liên quan

Mục lục

Contents

Part 1 Introduction to Uses and Methods of Marketing Research

1 Introduction to Marketing Research

2 Research as a Process

3 Determining the Research Question

4 The Research Proposal

5 Cultural Considerations for Marketing Research

6 Conducting Secondary Research

Part 2 Qualitative Marketing Research

7 Choosing Participants for Qualitative Research

8 Planning and Conducting Focus Groups

9 In-depth, Intercept and Expert Interviews

10 Projective, Observational, Ethnography and Grounded Theory Techniques

Part 3 Quantitative Marketing Research

11 Determining Probability Samples

12 Questionnaire Design

13 Conducting Surveys

Part 4 Analyzing and Reporting Findings

14 Analyzing Verbal and Other Qualitative Data

15 Analyzing Numerical Data

16 Report Writing and Presentation

Bibliography

Index

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