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Markering research : planning, proce...

Benzo, Riccardo

Markering research : planning, process, practice

紀錄類型:	書目-語言資料,印刷品 : 單行本
副題名:	planning, process, practice
作者:	BenzoRiccardo,
其他作者:	MohsenMarwa G.,
其他作者:	FouraliChahid,
出版地:	Los Angeles
出版者:	SAGE;
出版年:	2018
面頁冊數:	xiv, 410 p.color ill. : 25 cm.;
標題:	Marketing research -
附註:	Includes bibliographical references and index
ISBN:	9781446294369
內容註:	Part I:Setting up marketing research. 1.Introduction: adding value with marketing research 2.Identifying marketing-related (business) issues 3.Secondary research: facts and theory Part II:Planning marketing research. 4.Conceptualising research: from secondary to primary research 5.Marketing research designs 6.Sampling Part III: Qualitative research in marketing. 7.Qualitative research methods: elements of a good design 8.Determining a robust qualitative research approach: reviewing the methodological and data-gathering options 9.The merits of mixed design research methodology: illustration through action research and case studies 10.From theory to practice: illustrating the qualitative research process Part IV:Quantitative research in marketing. 11.Hypothesis building and testing 12.Quantitative research methodology 13.Questionnaire design and data preparation for analysis 14.Data analysis using descriptive and inferential statistics Part V: Reporting marketing research. 15.Discussing findings, drawing recommendations and conclusions: writing the research paper

Markering research : planning, process, practice
Benzo, Riccardo

Markering research : planning, process, practice / Riccardo Benzo, Marwa G. Mohsen, Chahid Fourali - Los Angeles : SAGE, 2018. - xiv, 410 p. ; color ill. ; 25 cm..
Part I:Setting up marketing research..
Includes bibliographical references and index.
ISBN 9781446294369
Marketing research

Mohsen, Marwa G.

Markering research : planning, process, practice
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