Marketing research : planning, process, practice / Riccardo Benzo, Marwa G. Mohsen, Chahid Fourali.
Material type:
TextPublication details: Los Angeles : SAGE, c2018.Description: 1 v. (xiv-410 p.) : illustrations ; 26 cmISBN: - 9781446294369 (paperback)
- HF 5415.2 B46 2018
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Cavite State University - CCAT Campus | Book | GCS | CIR HF 5415.2 B46 2018 (Browse shelf(Opens below)) | 1 | Available | R0011694 |
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| CIR HF 5145.13 C56 2010 Marketing management : a customer-oriented approach / | CIR HF 5382.5.U5 H47 1996 Career guidance and counselling through the life span : systematic approaches / | CIR HF 5382.7 K63 1984 International jobs : where they are how to get them : a handbook for over 500 career opportunities around the world / | CIR HF 5415.2 B46 2018 Marketing research : planning, process, practice / | CIR HF 5415.2 B67 2020 Basic marketing research : customer insights and managerial action / | CIR HF 5415.2 B87 2001 Marketing Research / | CIR HF 5415.2 F67 2003 Internet marketing intelligence : research tools, techniques, and resources |
Includes index.
1 - The Role of marketing research 2 - Harnessing big data into better decisions 3 - The marketing research process 4 - The human side of marketing research : organizational and ethical issues 5 - Qualitative research tools 6 - Secondary data research in a digital age 7 - Survey research 8 - Observation 9 - Conducting marketing experiments 10 - Measurement and attitude scaling 11 - Questionnaire design 12 - Sampling designs and sampling procedures 13 - Big data basics : describing samples and populations 14 - Basic data analysis 15 - Testing for differences between groups and for predictive relationships 16 - Communicating research results
Marketing Research outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.
The chapters are arranged into core sections which progress systematically through the marketing research process, starting with designing and setting up research, to undertaking qualitative and quantitative research, and finally, summarizing and reporting research.
To aid students in their research project, each chapter features a collection of learning features, such as:
Case studies and international real-world examples
Ethics boxes – Highlighting ethical implications in research projects
Advanced boxes – Signaling more challenging topics students can return to after they have mastered the basics
Activity boxes – Encouraging students to understand how what they have learned applies to their own experiences
The book is complemented by a range of online resources, including PowerPoint slides, multiple choice questions, free online exercise links, and discussion guides for Case Study & Additional Reading sections.
Suitable reading for students who are undertaking a marketing research project.
English text.
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