Overview

Full Product Details

Author:   Bonita Kolb
Publisher:   Sage Publications Ltd
Imprint:   Sage Publications Ltd
Edition:   2nd Revised edition
Weight:   0.790kg
ISBN:  

9781526419262

ISBN 10:   1526419262
Pages:   328
Publication Date:   01 December 2017
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
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Table of Contents

Part 1: Introduction to Uses and Methods of Marketing Research Chapter 1: Introduction To Marketing Research Chapter 2: Research as a Process Chapter 3: Determining The Research Question Chapter 4: The Research Proposal Chapter 5: Cultural Considerations for Marketing Research Chapter 6: Conducting Secondary Research Part 2: Qualitative Marketing Research Chapter 7: Choosing Participants For Qualitative Research Chapter 8: Planning and Conducting Focus Groups Chapter 9: In-depth, Intercept and Expert Interviews Chapter 10: Projective, Observational and Netnography Techniques Part 3: Quantitative Marketing Research Chapter 11: Determining Probability Samples Chapter 12: Questionnaire Design Chapter 13: Conducting Surveys Part 4: Analyzing and Reporting Findings Chapter 14: Analyzing Verbal And Other Qualitative Data Chapter 15: Analyzing Numerical Data Chapter 16: Report Writing And Presentation

Reviews

This text provides a broad, yet thorough, coverage of marketing research techniques with an excellent balance between conventional and contemporary qualitative and quantitative design. It is a valued addition to all marketing research courses. -- Dr. Vish Maheshwari

Author Information

Dr. Bonita Kolb has taught marketing to undergraduate and graduate students in both the US and Europe. Now a Professor Emeritus at Lycoming College, she continues to write and research on issues related to tourism. A resident of Nashville, Tennessee in the US, she is involved in promoting tourism and studying its economic effects. 

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