Marketing Research

A Concise Introduction

Häftad, Engelska, 2017

AvBonita Kolb

1 669 kr

Beställningsvara. Skickas inom 3-6 vardagar. Fri frakt för medlemmar vid köp för minst 249 kr.

Finns i fler format (1)

Inbunden

4 669 kr

Skickas inom 3-6 vardagar

An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

The Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on Netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment.

The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including:

Europe - Renault (France), Miele (Germany) & Online grocery markets in France and Germany.
Africa - The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya
Australia - Campos Coffee
Asia - Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea

The book is complemented by chapter specific lecturer PowerPoint slides.

Suitable reading for students who are new to marketing research.

Produktinformation

Utgivningsdatum2017-11-30
Mått186 x 232 x 19 mm
Vikt590 g
FormatHäftad
SpråkEngelska
Antal sidor328
Upplaga2
FörlagSAGE Publications
ISBN9781526419279

Tillhör följande kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Part 1: Introduction to Uses and Methods of Marketing ResearchChapter 1: Introduction To Marketing ResearchChapter 2: Research as a ProcessChapter 3: Determining The Research QuestionChapter 4: The Research ProposalChapter 5: Cultural Considerations for Marketing ResearchChapter 6: Conducting Secondary ResearchPart 2: Qualitative Marketing ResearchChapter 7: Choosing Participants For Qualitative ResearchChapter 8: Planning and Conducting Focus GroupsChapter 9: In-depth, Intercept and Expert InterviewsChapter 10: Projective, Observational and Netnography TechniquesPart 3: Quantitative Marketing ResearchChapter 11: Determining Probability SamplesChapter 12: Questionnaire DesignChapter 13: Conducting SurveysPart 4: Analyzing and Reporting FindingsChapter 14: Analyzing Verbal And Other Qualitative DataChapter 15: Analyzing Numerical DataChapter 16: Report Writing And Presentation