| 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 |