000			02876nam a22004937a 4500
001			19609040
003			OSt
005			20251030125838.0
008			251030b |||||||| |||| 00| 0 eng d
010			_a 2017940908
020			_a1446294366
020			_a9781446294369 _q(Paperback)
020			_a9781446294352 _q(Hardcover)
020			_a1446294358 _qHardcover
035			_a19609040
035			_a(OCoLC)989047806
040			_cAmIU
042			_alccopycat
050	0	0	_aHF5415.2 _b.B469 2018
082	0	4	_a658.8/3 _223
100	1		_aBenzo, Riccardo _eauthor.
245	1	0	_aMarketing research : _bplanning, process, practice / _cRiccardo Benzo, Marwa G. Mohsen, Chahid Fourali
264		1	_aLos Angeles : _bSAGE, _c2018.
264		4	_c©2018
300			_axiv, 410 pages : _bcolor illustrations ; _c26 cm
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
500			_aIncludes bibliographical references and index.
505	0	0	_gPart I: _tSetting up marketing research. _g1. _tIntroduction: adding value with marketing research ; _g2. _tIdentifying marketing-related (business) issues ; _g3. _tSecondary research: facts and theory -- _gPart II: _tPlanning marketing research. _g4. _tConceptualising research: from secondary to primary research ; _g5. _tMarketing research designs ; _g6. _tSampling -- _gPart III: _tQualitative research in marketing. _g7. _tQualitative research methods: elements of a good design ; _g8. _tDetermining a robust qualitative research approach: reviewing the methodological and data-gathering options ; _g9. _tThe merits of mixed design research methodology: illustration through action research and case studies ; _g10. _tFrom theory to practice: illustrating the qualitative research process -- _gPart IV: _tQuantitative research in marketing. _g11. _tHypothesis building and testing ; _g12. _tQuantitative research methodology ; _g13. _tQuestionnaire design and data preparation for analysis ; _g14. _tData analysis using descriptive and inferential statistics -- _gPart V: Reporting marketing research. _g15. _tDiscussing findings, drawing recommendations and conclusions: writing the research paper.
583			_aCataloging Notes: _c20251030 _kAMIU-151AMIU-151
650		0	_aMarketing research.
650		7	_aMarketing research. _2fast _0(OCoLC)fst01010284
650		7	_aMarktforschung _2gnd
650		7	_aQualitative Methode _2gnd
650		7	_aQuantitative Methode _2gnd
700	1		_aMohsen, Marwa G., _eauthor.
700	1		_aFourali, Chahid, _eauthor.
856	4	2	_3Companion website _uhttps://study.sagepub.com/benzo
906			_a7 _bcbc _ccopycat _d2 _encip _f20 _gy-gencatlg
942			_2lcc _cBK _hHF5415.2 _i.B469 2018 _n0
999			_c21797 _d21797