Marketing Research

An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time.

Autorentext

Dr. Bonita Kolb has taught marketing to undergraduate and graduate students in both the US and Europe. Now a Professor Emeritus at Lycoming College, she continues to write and research on issues related to tourism. A resident of Nashville, Tennessee in the US, she is involved in promoting tourism and studying its economic effects.

Inhalt

Part 1: Introduction to Uses and Methods of Marketing Research
Chapter 1: Introduction To Marketing Research
Chapter 2: Research as a Process
Chapter 3: Determining The Research Question
Chapter 4: The Research Proposal
Chapter 5: Cultural Considerations for Marketing Research
Chapter 6: Conducting Secondary Research
Part 2: Qualitative Marketing Research
Chapter 7: Choosing Participants For Qualitative Research
Chapter 8: Planning and Conducting Focus Groups
Chapter 9: In-depth, Intercept and Expert Interviews
Chapter 10: Projective, Observational and Netnography Techniques
Part 3: Quantitative Marketing Research
Chapter 11: Determining Probability Samples
Chapter 12: Questionnaire Design
Chapter 13: Conducting Surveys
Part 4: Analyzing and Reporting Findings
Chapter 14: Analyzing Verbal And Other Qualitative Data
Chapter 15: Analyzing Numerical Data
Chapter 16: Report Writing And Presentation