Marketing Research: Concepts, Practices, and Cases
Easwaran, Sunanda
Marketing Research: Concepts, Practices, and Cases - Oxford ; New York : Oxford University Press, 2006. - x, 605 p. : ill. ; 24 cm.
Chapter 1. Introduction to Marketing Research
Nature and Scope of Marketing Research
The Role of Research in Marketing
Practical Tips for Researchers
Chapter 2. Planning for Marketing Research
Stages in Planning Marketing Research
Types of Research
Types and Sources of Data
Experimentation
Interview Techniques
Sampling
Designing Questionnaires and Interview Guides
Building Attitude Exploration into Questionnaires
Chapter 3. Implementing Research: Quantitative Surveys
Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis
Specific Techniques for Analysis of Data
Computer Based Techniques of Data Analysis
Chapter 4. Qualitative Research and its Implementation
Qualitative Research
Qualitative Research Methodology
Analysis and Interpretation of Qualitative Research Data
Chapter 5. Getting Meaning Out of Data and its Application
9780195676969 (pbk.) 0195676963 (pbk.)
Marketing research.
Marketing research -- Case studies.
381.072 / EAS/M
Marketing Research: Concepts, Practices, and Cases - Oxford ; New York : Oxford University Press, 2006. - x, 605 p. : ill. ; 24 cm.
Chapter 1. Introduction to Marketing Research
Nature and Scope of Marketing Research
The Role of Research in Marketing
Practical Tips for Researchers
Chapter 2. Planning for Marketing Research
Stages in Planning Marketing Research
Types of Research
Types and Sources of Data
Experimentation
Interview Techniques
Sampling
Designing Questionnaires and Interview Guides
Building Attitude Exploration into Questionnaires
Chapter 3. Implementing Research: Quantitative Surveys
Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis
Specific Techniques for Analysis of Data
Computer Based Techniques of Data Analysis
Chapter 4. Qualitative Research and its Implementation
Qualitative Research
Qualitative Research Methodology
Analysis and Interpretation of Qualitative Research Data
Chapter 5. Getting Meaning Out of Data and its Application
9780195676969 (pbk.) 0195676963 (pbk.)
Marketing research.
Marketing research -- Case studies.
381.072 / EAS/M