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Marketing research : a practical approach

Author: Bonita M Kolb
Publisher: Los Angeles : SAGE, 2008.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
. Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Kolb, Bonita M.
Marketing research.
Los Angeles : SAGE, 2008
(DLC) 2007934524
(OCoLC)190967720
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Bonita M Kolb
ISBN: 9781849204903 184920490X 9780857028013 0857028014
OCLC Number: 436086520
Description: 1 online resource (xiii, 292 pages)
Contents: Cover; Contents; Part 1 Introduction to Uses and Methods of Marketing Research; 1 Introduction to Marketing Research; 2 Research as a Process; 3 Determining the Research Question; 4 The Research Proposal; 5 Cultural Considerations for Marketing Research; 6 Conducting Secondary Research; Part 2 Qualitative Marketing Research; 7 Choosing Participants for Qualitative Research; 8 Planning and Conducting Focus Groups; 9 In-depth, Intercept and Expert Interviews; 10 Projective, Observational, Ethnography and Grounded Theory Techniques; Part 3 Quantitative Marketing Research.
Responsibility: Bonita Kolb.

Abstract:

A highly practical student text with an emphasis on both critical thinking and hands-on application which gives appropriate weight to quantitative and qualitative techniques.  Read more...

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