02270cam a22003138i 450000100090000000300050000900500170001400800410003101000170007202000180008904000290010704200080013605000250014408200220016910000300019124500650022126300090028626400560029530000250035133600260037633700280040233800270043049000500045750400510050750503470055852008650090565000240177077601620179422164402CSPC20250514163658.0210804s2022    enk      b    001 0 eng    a  2021037092  a9780367760335  aDLCbengerdacDLCdCSPC  apcc00aHF5415.2b.K588 202200a658.83bK830a2231 aKolb, Bonita M.,eauthor.10aAbsolute essentials of marketing research /cBonita M. Kolb.  a2112 1aAbingdon, Oxon ;aNew York, NY :bRoutledge,c2022.  a113 pages ;c23 cm.   atextbtxt2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier0 aAbsolute essentials of business and economics  aIncludes bibliographical references and index.0 aUnderstanding 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.       a"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"--cProvided by publisher. 0aMarketing research.08iOnline version:aKolb, Bonita M.tAbsolute essentials of marketing researchdAbingdon, Oxon ; New York, NY : Routledge, 2022z9781003165194w(DLC) 2021037093