Marketing research : a practical approach / Bonita Kolb.
Material type:
TextPublication details: Los Angeles : SAGE, c2008.Description: xiii, 292 p. ; 24 cmISBN: - 1412947960 (hbk.)
- 9781412947961 (hbk.)
- 1412947979 (pbk.)
- 9781412947978 (pbk.)
- 658.83 KOL
| Item type | Current library | Home library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
| Book | Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 658.83 KOL (Browse shelf(Opens below)) | 1 | Available | 0067392 | ||
| Book | Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 658.83 KOL (Browse shelf(Opens below)) | 2 | Available | 0067391 |
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| 658.83 HAW Essentials of marketing research / | 658.83 KIN Marketing research : an applied approach / | 658.83 KOL Marketing research : a practical approach / | 658.83 KOL Marketing research : a practical approach / | 658.83 LEH Analysis for marketing planning / | 658.83 LEH Analysis for marketing planning / | 658.83 LUC Marketing research |
Includes bibliographical references (p. [280]-287) and index.
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
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 thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported
eng.
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