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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| Formato: | Livro |
| Publicado em: |
Los Angeles:
SAGE,
c2008.
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| Assuntos: | |
| Acesso em linha: | http://www.loc.gov/catdir/enhancements/fy0804/2007934524-t.html |
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Sumário:
- 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