Absolute Essentials of Marketing Research
1st Edition
Published on 28. December 2021
120 pages
978-1-000-52334-8 (ISBN)
Description
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 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.
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 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.
More details
Series
Edition
1. Auflage
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Product notice
Reflowable
Illustrations
18 Tables, black and white
ISBN-13
978-1-000-52334-8 (9781000523348)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Additional editions
Bonita M. Kolb
Absolute Essentials of Marketing Research
Book
10/2024
1st Edition
Routledge
€32.80
Shipment within 15-20 days
Bonita M. Kolb
Absolute Essentials of Marketing Research
Book
12/2021
1st Edition
Routledge
€77.20
Shipment within 15-20 days
Person
Bonita M. Kolb is Professor Emeritus of Business Administration at Lycoming College, USA, and is currently researching the hospitality sector in St. Augustine, Florida.
Content
1. Understanding the Research Process 2. Developing a Hypothesis and Research Question 3. Conducting Secondary Research 4. Determining the Research Sample 5. Writing Quantitative Research Surveys 6. Conducting Qualitative Focus Groups 7. Utilizing Interviews, Observation, and Projective Techniques 8. Analysing Research Results 9. Preparing Written and Oral Reports
