Introducing Marketing Research
John Wiley & Sons Inc (Verlag)
978-0-471-49770-7 (ISBN)
Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course; they do not focus on important qualitative issues such as depth interviews and focus groups - the authors redress this imbalance. Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research. The authors adopt a practical focus and include numerous examples as well as coursework assignments.
PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School. BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.
Foreword by Robert M Worcester
Foreword by David Smith
Preface
About the Authors
About the Contributors
Part 1 Research Design and Methods
Introduction to Marketing Research
Marketing Research: Design and Process
Desk Research and Secondary Data Collection
Qualitative Research: Data Collection and Analysis
Survey and Questionnaire Design
Part 2 Statistical Considerations
Basic Statistics and Data Analysis
An Introduction to Sampling
Hypothesis Testing and Tests of Association
Hypothesis Testing and Tests of Difference
Part 3 Contexts in Marketing Research
International Marketing Research
Internet Marketing Research
Business to Business Marketd and Marketing Research
Appendix 1: Selected Sources of Secondary Information
Appendix 2: Statistical Tables
Glossary
Index
| Erscheint lt. Verlag | 22.4.2002 |
|---|---|
| Verlagsort | New York |
| Sprache | englisch |
| Maße | 188 x 238 mm |
| Gewicht | 652 g |
| Einbandart | Paperback |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-471-49770-3 / 0471497703 |
| ISBN-13 | 978-0-471-49770-7 / 9780471497707 |
| Zustand | Neuware |
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