Benzo, Riccardo <br/><br/>
Marketing research :  planning, process, practice / 
Riccardo Benzo, Marwa G. Mohsen, Chahid Fourali 
 - xiv, 410 pages :  color illustrations ;  26 cm 
<br/><br/> Includes bibliographical references and index. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>1446294366 9781446294369 9781446294352 1446294358 
<br/><br/><label>LCCN: </label>2017940908 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing research.<br/>Marketing research.<br/>Marktforschung<br/>Qualitative Methode<br/>Quantitative Methode
<br/><br/><label>LC Class. No.: </label>HF5415.2  / .B469 2018 
<br/><br/><label>Dewey Class. No.: </label>658.8/3