Absolute Essentials of Marketing Research

This short textbook provides students with a concise yet comprehensive overview of the fundamentals of Marketing Research. It takes the student through the full process, from developing the hypothesis and setting the research question, to developing and conducting the research, and finally to analysing the data and making recommendations.

Autorentext

Bonita M. Kolb is Professor Emeritus of Business Administration at Lycoming College, USA, and is currently researching the hospitality sector in St. Augustine, Florida.

Inhalt

1. Understanding the Research Process 2. Developing a Hypothesis and Research Question 3. Conducting Secondary Research 4. Determining the Research Sample 5. Writing Quantitative Research Surveys 6. Conducting Qualitative Focus Groups 7. Utilizing Interviews, Observation, and Projective Techniques 8. Analysing Research Results 9. Preparing Written and Oral Reports