000			02939nam a22002777a 4500
003			OSt
005			20220627033636.0
008			210114b ||||| |||| 00| 0 eng d
020			_a9781446294369 (paperback)
040			_bEnglish. _cCvSU-CCAT Campus Library. _erda. _aCvSU-CCAT Campus Library.
050			_aHF 5415.2 _bB46 2018
100			_aBenzo, Riccardo, author. _9959
245			_aMarketing research : _bplanning, process, practice / _cRiccardo Benzo, Marwa G. Mohsen, Chahid Fourali.
260			_aLos Angeles : _bSAGE, _cc2018.
300			_a1 v. (xiv-410 p.) : _b illustrations ; _c26 cm
504			_aIncludes index.
505			_a1 - 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
520			_aMarketing 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.
546			_aEnglish text.
650			_aMarketing research. _9217
650			_aMarketing _vMethodologies. _xResearch _9960
700			_aMohsen, Marwa G., author. _9961
700			_aFourali, Chahid, author. _9962
942			_cBK _hHF 5415.2 B46 2018 _2lcc _kCIR
999			_c329 _d329