Essentials of marketing researchMaterial type: BookPublisher: Australia : South-Western, 2015.Description: xvi, 494 p. ; 28 cm.Subject(s): Marketing research | Marketing
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|REGULAR||University of Wollongong in Dubai Main Collection||658.8 ZI ES (Browse shelf)||Available||T0018210|
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|658.8 ZE SE Services marketing :||658.8 ZI ES Essentials of marketing research /||658.8 ZI ES Essentials of marketing research /||658.8 ZI ES Essentials of marketing research||658.8 ZI MA Marketing : creating and keeping customers in an e-commerce world /||658.8 ZI MA Marketing.||658.8 ZI MA Marketing.|
A complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. Covering essential principles and techniques in a streamlined, engaging way, it equips readers with the core knowledge and skills needed to manage marketing research effectively.
Part I: INTRODUCTION. 1. The Role of Marketing Research. 2. Information Systems, Big Data and Knowledge Management. 3. The Marketing Research Process. 4. The Human Side of Marketing Research: Organizational and Ethical Issues. Part II: DESIGNING RESEARCH STUDIES. 5. Qualitative Research. 6. Secondary Data Research in a Digital Age. 7. Survey Research. 8. Observation. 9. Conducting Marketing Experiments. Part III: MEASUREMENT. 10. Measurement and Attitude Scaling. 11. Questionnaire Design. Part IV: SAMPLING AND STATISTICAL THEORY. 12. Sampling Designs and Sampling Procedures. 13. Determination of Sample Size: A Review of Statistical Theory. Part V: ANALYSIS AND REPORTING. 14. Basic Data Analysis: Making Statistical Inferences. 15. Testing for Differences Between Groups and for Relationships Among Variables. Appendix A: Communicating Research Results. Appendix B: Statistical Tables. Part VI: COMPREHENSIVE CASES WITH COMPUTERIZED DATABASES AND SEMESTER PROJECT. Endnotes. Index.