Marketing Research : Planning, Process, Practice
Book Details
Format
Paperback / Softback
ISBN-10
1446294366
ISBN-13
9781446294369
Publisher
Sage Publications Ltd
Imprint
Sage Publications Ltd
Country of Manufacture
GB
Country of Publication
GB
Publication Date
Dec 13th, 2017
Print length
432 Pages
Weight
936 grams
Dimensions
19.00 x 24.60 x 2.00 cms
Product Classification:
Market research
Ksh 11,350.00
Manufactured on Demand
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Outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.
Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.
The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research.
To aid students in their research project, each chapter features a collection of learning features, such as:
The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research.
To aid students in their research project, each chapter features a collection of learning features, such as:
- Case studies and international real-world examples
- Ethics boxes – Highlighting ethical implications in research projects
- Advanced boxes – Signaling more challenging topics students can return to after they have mastered the basics
- Activity boxes – Encouraging students to understand how what they have learned applies to their own experiences
The book is complemented by a range of online resources, including PowerPoint slides, multiple choice questions, free online exercise links, and discussion guides for Case Study & Additional Reading sections.
Suitable reading for students who are undertaking a marketing research project.
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