Learning Resource and Development
Amazon cover image
Image from Amazon.com
Image from Coce

Absolute essentials of marketing research / Bonita M. Kolb.

By: Material type: TextTextSeries: Absolute essentials of business and economicsPublisher: Abingdon, Oxon ; New York, NY : Routledge, 2022Description: 113 pages ; 23 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780367760335
Subject(s): Additional physical formats: Online version:: Absolute essentials of marketing researchDDC classification:
  • 658.83 K830a 23
LOC classification:
  • HF5415.2 .K588 2022
Contents:
Understanding the research process -- Developing a hypothesis and research question -- Conducting secondary research -- Determining the research sample -- Writing quantitative research surveys -- Conducting qualitative focus groups -- Interviews, observation, and projective techniques -- Analysing research results -- Preparing reports.
Summary: "This short textbook provides students with a concise yet comprehensive overview of the fundamentals of Marketing Research. Mapped closely to the structure of a typical Marketing Research module, the book takes the student through the full process, from developing the hypothesis and setting the research question, to developing and conducting the research, and finally to analysing the data and making recommendations. Each chapter starts with an essential summary and ends with discussion questions that can be used as a teaching resource. Worksheets are also provided as a supplementary resource, which can be used to build a marketing research plan. Focused in on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module"-- Provided by publisher.
Tags from this library: No tags from this library for this title. Log in to add tags.
Holdings
Item type Current library Shelving location Call number Copy number Status Date due Barcode
Books Books Main Library Circulation Section CIR 658.83 K830a 2022 (Browse shelf(Opens below)) 1-1 Available 029518

Includes bibliographical references and index.

Understanding the research process -- Developing a hypothesis and research question -- Conducting secondary research -- Determining the research sample -- Writing quantitative research surveys -- Conducting qualitative focus groups -- Interviews, observation, and projective techniques -- Analysing research results -- Preparing reports.

"This short textbook provides students with a concise yet comprehensive overview of the fundamentals of Marketing Research. Mapped closely to the structure of a typical Marketing Research module, the book takes the student through the full process, from developing the hypothesis and setting the research question, to developing and conducting the research, and finally to analysing the data and making recommendations. Each chapter starts with an essential summary and ends with discussion questions that can be used as a teaching resource. Worksheets are also provided as a supplementary resource, which can be used to build a marketing research plan. Focused in on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module"-- Provided by publisher.

There are no comments on this title.

to post a comment.