Short description
Marketing research can be a daunting subject. The mere mention of inferential statistics or conjoint analysis sends most students into an immediate state of panic.
Long description
Marketing research can be a daunting subject. The mere mention of inferential statistics or conjoint analysis sends most students into an immediate state of panic. But this need not be the case. In Marketing Research, the authors provide a gentle introduction to the basic concepts of research. And once students are comfortable with them they can then move to a more advanced level.
Table of contents
Introduction; Perspectives on marketing research; Overview of the marketing research process; Problem definition and research objectives; Research design and proposal; Collection of secondary data; Collecting primary data: qualitative techniques; Collecting primary data: survey method; Gathering primary data: observation and experimentation; Measurement and questionnaire design; Designing the sample plan; Managing the fieldwork procedure; Preparation of primary data; Understanding and analysing statistical data; The research report; Index.
additional information
Jan Wiid and Colin Diggines are senior lecturers in marketing in the department of marketing and retail management at the University of South Africa.
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