Marketing Research: A Concise Introduction

By:

Kolb, Bonita M

Material type: Text

TextPublication details: Sage Publications India Pvt. Ltd. 2018 New DelhiEdition: 2nd edDescription: 311pISBN:

9781526419279

DDC classification:

658.83 KOL

LOC classification:

658.83 KOL

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Holdings
Item type	Current library	Item location	Collection	Call number	Status	Date due	Barcode	Item holds
Book	NIMA Knowledge Centre	6th Floor Reading Zone	General	658.83 KOL (Browse shelf(Opens below))	Available		M0035635

Total holds: 0

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Part 1: Introduction to Uses and Methods of Marketing Research
1. Introduction To Marketing Research
2. Research as a Process
3. Determining The Research Question
4. The Research Proposal
5. Cultural Considerations for Marketing Research
6. Conducting Secondary Research
Part 2: Qualitative Marketing Research
7. Choosing Participants For Qualitative Research
8. Planning and Conducting Focus Groups
9. In-depth, Intercept and Expert Interviews
10. Projective Observational and Netnography Techniques
Part 3: Quantitative Marketing Research
11. Determining Probability Samples
12. Questionnaire Design
13. Conducting Surveys
Part 4: Analyzing and Reporting Findings
14. Analyzing Verbal And Other Qualitative Data
15. Analyzing Numerical Data
16. Report Writing And Presentation

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