This 3rd edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth. Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.
- Limba : Engleza
- Cuprins : Preface and guided tour Publisher's acknowledgements About the authors 1. Introduction to marketing research 2. Defining the marketing research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5. Internal secondary data and the use of databases 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: depth interviewing and projective techniques 9. Qualittiave research: data analysis 10. Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13. Questionnaire design 14. Sampling: design and procedures 15. Sampling: final and initial sample size determination 16. Survey fieldwork 17. Data preparation 18. Frequency distribution, cross-tabulation and hypothesis testing 19. Analysis of variance and covariance 20. Correlation and regression 21. Discrimina
- ISBN : 9780273706892