Marketing Research 5e (e-book)
Marketing research can be a daunting subject if not taught correctly. The mere mention of inferential statistics or statistical significance causes many students to close their minds and develop a mental block towards the topic.
| e-book ISBN: | 9781998963935 |
| Publisher: | Juta Publishers |
| Variant: | e-book |
| Author(s): | Wiid, J and Diggines, C |
| Edition: | 5th Edition |
Content
Chapter 1: Perspectives on marketing research
Chapter 2: Research ethics
Chapter 3: Overview of the marketing research process
Chapter 4: Problem definition and research objectives
Chapter 5: Research design and proposal
Chapter 6: Collection of secondary data
Chapter 7: Collecting primary data: qualitative techniques
Chapter 8: Collecting primary data: quantitative techniques
Chapter 9: Measurement and questionnaire design
Chapter 10: Designing the sample plan
Chapter 11: Conducting the investigation
Chapter 12: Preparation, processing & exploring interpretation of qualitative primary data
Chapter 13: Preparation and processing of primary data
Chapter 14: Exploratory data analysis and hypothesis testing
Chapter 15: Analysis of relationships with statistical techniques
Chapter 16: The research report
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