Marketing research : an integrated approach : solving business problems : the value of marketing research

Alan Wilson, Raechel JOHNS, Robin Pentecost

Research output: Book/ReportBook

Abstract

Marketing Research an Integrated Approach focuses on the importance of marketing research techniques to solve business problems. Although there are many good books on the market, many focus on the process of Marketing Research, but ignore the importance. This book discusses the marketing research process, from how to collct data to how to analyse it.This book is contemporary in its approach because we take into account the importance of qualitiative and quantitative research methods and practices. This differs to the traditional approach of a quantitative research methods book.Chapter headings: The role of marketing research in solving business problems; The marketing research process; The use and evaluation of secondary data; Qualitative research an overview; Qualitative research a comparison of research methods; Designing questionnaires; Sampling methods; Qualitative research collecting observation data; From fieldwork to analysing quantitative data; Quantitative research analysing quantitative data;Presenting and using the research results.
Original languageEnglish
Place of PublicationAustralia
PublisherPearson
Number of pages432
ISBN (Print)9781442517042
Publication statusPublished - 2010

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