TY  - BOOK
AU  - Benzo,Riccardo
AU  - Mohsen,Marwa G.
AU  - Fourali,Chahid
TI  - Marketing research: planning, process, practice 
SN  - 1446294366
AV  - HF5415.2 .B469 2018
U1  - 658.8/3 23
PY  - 2018///
CY  - Los Angeles
PB  - SAGE
KW  - Marketing research
KW  - fast
KW  - Marktforschung
KW  - gnd
KW  - Qualitative Methode
KW  - Quantitative Methode
N1  - 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
UR  - https://study.sagepub.com/benzo
ER  -