Riccardo Benzo, Marwa Gad Mohsen, Chahid Fourali

Marketing Research

Planning, Process, Practice

• Gebundenes Buch

Produktbeschreibung

Outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.

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Produktdetails

• Verlag: Sage Publications
• Seitenzahl: 432
• Erscheinungstermin: 4. Januar 2018
• Englisch
• Abmessung: 249mm x 193mm x 25mm
• Gewicht: 1043g
• ISBN-13: 9781446294352
• ISBN-10: 1446294358
• Artikelnr.: 49156039

Autorenporträt

Riccardo is a Member of the Chartered Institute of Marketing (MCIM) and a Fellow of the Higher Education Academy (HEA). He has over twenty years of experience gained across multiple sectors and in marketing, sales and commercial roles for international organisations, leading and managing teams of professionals. In 2008, he founded Managing Expectations to provide a vehicle for market research, consulting and training. At the same time, he has been involved in teaching and supervising undergraduate and post-graduate students on a number of subjects including marketing and business research. He conducted and commissioned several research projects in fields as far apart as beverages and professional services, including presenting findings on qualitative and quantitative investigations into the cruise industry in the UK and luxury retailing in China. Riccardo is passionate about ethical and sustainable marketing, and believes in helping organisations create value for the economy, society and the environment.

Inhaltsangabe

Part I: Setting Up Marketing Research
Chapter 1: (Introduction) Adding Value with Marketing Research
Chapter 2: Identifying Marketing-Related (Business) Islsues
Chapter 3: Secondary Research: Facts and Theory
Part II: Planning Marketing Research
Chapter 4: Conceptualising Research: From Secondary to Primary Research
Chapter 5: Marketing Research Designs
Chapter 6: Sampling
Part III: Qualitative Research in Marketing
Chapter 7: Qualitative Research Methods: Elements of a Good Design
Chapter 8: Determining a Robust Qualitative Research Approach: Reviewing
the Methodological and Data Gathering Options
Chapter 9: The Merits of Mixed Design Research Methodology: Illustration
Through Action Research and Case Studies
Chapter 10: From Theory to Practice: Illustrating the Qualitative Research
Process
Part IV: Quantitative Research in Marketing
Chapter 11: Hypothesis Building and Testing
Chapter 12: Quantitative Research Methodology
Chapter 13: Questionnaire Design and Data Preparation for Analysis
Chapter 14: Data Analysis Using Descriptive and Inferential Statistics
Part V: Reporting Marketing Research
Chapter 15: Discussing Findings, Drawing Recommendations & Conclusions:
Writing the Research Report