Marketing research: a practical approach/
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 idea...
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| Autor principal: | |
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| Formato: | Libro |
| Publicado: |
Los Angeles:
SAGE,
c2008.
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| Materias: | |
| Acceso en línea: | http://www.loc.gov/catdir/enhancements/fy0804/2007934524-t.html |
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| LEADER | 00000cam a2200000 a 4500 | ||
|---|---|---|---|
| 005 | 20251010091421.0 | ||
| 020 | |a 9781412947961 |c TZS 91,566/= | ||
| 040 | |a MCCL |b eng. |e AACR 2nd rev. ed. | ||
| 082 | 0 | 4 | |a 658.83 KOL |
| 100 | 1 | |a Kolb, Bonita M. | |
| 245 | 1 | 0 | |a Marketing research: |b a practical approach/ |c Bonita Kolb. |
| 260 | |a Los Angeles: |b SAGE, |c c2008. | ||
| 300 | |a xiii,292p.; |c 24cm. | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | |a 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 | ||
| 520 | |a 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 | ||
| 546 | |a eng. | ||
| 650 | 0 | |a Marketing research. | |
| 650 | 0 | |a Internet resource | |
| 856 | 4 | 1 | |u http://www.loc.gov/catdir/enhancements/fy0804/2007934524-t.html |
| 942 | |c BK | ||
| 999 | |c 12435 |d 12435 | ||