Description
Book SynopsisMarketing Research, 5e gives you the knowledge and skills you need to successfully undertake marketing research. It combines theory with a practical, step-by-step approach. The text uses local and international examples, data sets and case studies to explain traditional marketing research methods, and also examines new theories and techniques as well as emerging industry practices.This text is essential if you're studying marketing research in any business or marketing course.
Table of ContentsPart 1: Introduction to the research process 1. The role of marketing research and the research process Part 2: Defining the problem 2. Problem definition and the research process Part 3: Planning the research design 3. Qualitative research 4. Secondary research and big data 5. Survey research 6. Observation 7. Experimental research and test marketing 8. Measurement 9. Questionnaire design Part 4: Planning the sample 10. Sampling: sample design and sample size Part 5: Collecting the data 11. Data preparation Part 6: Analysing the data 12. Univariate statistical analysis: a recap of inferential statistics 13. Bivariate statistical analysis: tests of differences 14. Bivariate statistical analysis: tests of association 15. Multivariate statistical analysis Part 7: Formulating conclusions and writing the final report 16. Communicating research results: research report, oral presentation and research follow-up
