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050	0	0	_aHF5415.2 _b.K588 2022
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100	1		_aKolb, Bonita M., _eauthor.
245	1	0	_aAbsolute essentials of marketing research / _cBonita M. Kolb.
263			_a2112
264		1	_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge, _c2022.
300			_a113 pages ; _c23 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
490	0		_aAbsolute essentials of business and economics
504			_aIncludes bibliographical references and index.
505	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.
520			_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.
650		0	_aMarketing research.
776	0	8	_iOnline version: _aKolb, Bonita M. _tAbsolute essentials of marketing research _dAbingdon, Oxon ; New York, NY : Routledge, 2022 _z9781003165194 _w(DLC) 2021037093
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