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