Marketing Research Concepts, Practices and Cases

Name: Marketing Research Concepts, Practices and Cases
Price: 19.09 USD
Availability: InStock
ISBN: 9780195676969

ISBN-10: 0195676963

ISBN-13: 9780195676969

Edition: 2006

Authors: Sunanda Easwaran, Sharmila J. Singh

List price: $24.95

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Description:

Marketing Research is a comprehensive textbook specially designed to meet the needs of management students. It combines the quantitative and qualitative aspects of marketing research, and addresses its utility for both the researcher and the end-user. The text provides in-depth coverage of the key elements of the subject: its theoretical foundations, techniques of planning and design, research methodology for the implementation of quantitative and qualitative techniques, presentation and interpretation of findings through reports, and the use of marketing research techniques for developing and evaluating marketing strategies. Among the other important topics discussed are the role of…

Book details

List price: $24.95
Copyright year: 2006
Publisher: Oxford University Press, Incorporated
Publication date: 1/4/2007
Binding: Paperback
Pages: 616
Size: 7.20" wide x 9.41" long x 1.06" tall
Weight: 1.958
Language: English




Introduction to Marketing Research



Nature and Scope of Marketing Research



The Role of Research in Marketing



Practical Tips for Researchers



Planning for Marketing Research



Stages in Planning Marketing Research



Types of Research



Types and Sources of Data



Experimentation



Interview Techniques



Sampling



Designing Questionnaires and Interview Guides



Building Attitude Exploration into Questionnaires



Implementing Research: Quantitative Surveys



Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis



Specific Techniques for Analysis of Data



Computer Based Techniques of Data Analysis



Qualitative Research and its Implementation



Qualitative Research



Qualitative Research Methodology



Analysis and Interpretation of Qualitative Research Data



Getting Meaning Out of Data and its Application



Report Writing and Presentation



Interpretation of Marketing Research Reports



Applications of Marketing Research