This edition of Marketing Research: Tools and Techniques provides an accessible and engaging insight into marketing research. Based on the concept of the Marketing Research Mix, it is organized around the core themes of research preparation, data collection, analysis and communication of findings. INDICE: Part One: Research Preparation; 1: Introduction to marketing research; 2: Planning research; Part Two: Data Collection; 3: Secondary Data; 4:Primary Data; 5: Sampling; 6: Questionnaires and Topic Guides; 7: QualitativeResearch; 8: Quantitative Research; Part Three: Analysis and Communication; 9: Analysis; 10: Reporting and presentation; Part four: Marketing Research Contexts; 11: Business-to-business research; 12: International Research; 13: Audience and Advertising Research; 14: Social Research; 15: Online Research
- ISBN: 978-0-19-956434-7
- Editorial: Oxford University
- Encuadernacion: Rústica
- Páginas: 560
- Fecha Publicación: 11/02/2010
- Nº Volúmenes: 1
- Idioma: Inglés