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Benzo, Riccardo

Marketing research : planning, process, practice / Riccardo Benzo, Marwa G. Mohsen, Chahid Fourali - xiv, 410 pages : color illustrations ; 26 cm

Includes bibliographical references and index.

Setting up marketing research. Introduction: adding value with marketing research ; Identifying marketing-related (business) issues ; Secondary research: facts and theory -- Planning marketing research. Conceptualising research: from secondary to primary research ; Marketing research designs ; Sampling -- Qualitative research in marketing. Qualitative research methods: elements of a good design ; Determining a robust qualitative research approach: reviewing the methodological and data-gathering options ; The merits of mixed design research methodology: illustration through action research and case studies ; From theory to practice: illustrating the qualitative research process -- Quantitative research in marketing. Hypothesis building and testing ; Quantitative research methodology ; Questionnaire design and data preparation for analysis ; Data analysis using descriptive and inferential statistics -- Discussing findings, drawing recommendations and conclusions: writing the research paper. Part I: 1. 2. 3. Part II: 4. 5. 6. Part III: 7. 8. 9. 10. Part IV: 11. 12. 13. 14. Part V: Reporting marketing research. 15.

ISBN: 1446294366 9781446294369 9781446294352 1446294358

LCCN: 2017940908

Subjects--Topical Terms:
Marketing research.
Marketing research.
Marktforschung
Qualitative Methode
Quantitative Methode

LC Class. No.: HF5415.2 / .B469 2018

Dewey Class. No.: 658.8/3