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.