Marketing research : planning, process, practice / Riccardo Benzo, Marwa G. Mohsen, Chahid Fourali
Material type:
TextPublisher: Los Angeles : SAGE, 2018Copyright date: ©2018Description: xiv, 410 pages : color illustrations ; 26 cmContent type: - text
- unmediated
- volume
- 1446294366
- 9781446294369
- 9781446294352
- 1446294358
- 658.8/3 23
- HF5415.2 .B469 2018
- Cataloging Notes: 20251030 AMIU-151AMIU-151
| Item type | Current library | Call number | Status | Barcode | |
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AMREF INTERNATIONAL UNIVERSITY (AMIU) LIBRARY | HF5415.2 .B469 2018 (Browse shelf(Opens below)) | Available | 30233 | |
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Book
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AMREF INTERNATIONAL UNIVERSITY (AMIU) LIBRARY | HF5415.2 .B469 2018 (Browse shelf(Opens below)) | Available | 30234 | |
|
Book
|
AMREF INTERNATIONAL UNIVERSITY (AMIU) LIBRARY | HF5415.2 .B469 2018 (Browse shelf(Opens below)) | Available | 30235 |
Browsing AMREF INTERNATIONAL UNIVERSITY (AMIU) LIBRARY shelves Close shelf browser (Hides shelf browser)
| HF 5415.13 .B46 2005 Market-based management: strategies for growing customer value and profitability | HF 5415.13 .W24 2005 Marketing management: a strategic decision-making approach | HF5415.2 .B469 2018 Marketing research : planning, process, practice / | HF5415.2 .B469 2018 Marketing research : planning, process, practice / | HF5415.2 .B469 2018 Marketing research : planning, process, practice / | HF5415.2 .M377 2023 Marketing research : a managerial approach / | HF 5415.2 .S34 1997 Consumer behavior |
Includes bibliographical references and index.
Part I: Setting up marketing research. 1. Introduction: adding value with marketing research ; 2. Identifying marketing-related (business) issues ; 3. Secondary research: facts and theory -- Part II: Planning marketing research. 4. Conceptualising research: from secondary to primary research ; 5. Marketing research designs ; 6. Sampling -- Part III: Qualitative research in marketing. 7. Qualitative research methods: elements of a good design ; 8. Determining a robust qualitative research approach: reviewing the methodological and data-gathering options ; 9. The merits of mixed design research methodology: illustration through action research and case studies ; 10. From theory to practice: illustrating the qualitative research process -- Part IV: Quantitative research in marketing. 11. Hypothesis building and testing ; 12. Quantitative research methodology ; 13. Questionnaire design and data preparation for analysis ; 14. Data analysis using descriptive and inferential statistics -- Part V: Reporting marketing research. 15. Discussing findings, drawing recommendations and conclusions: writing the research paper.
Cataloging Notes: 20251030 AMIU-151AMIU-151
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