Midlands State University Library
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Marketing research : approaches, methods and applications in Europe / created by Ray Kent.

By: Material type: TextTextPublisher: Thomson Learning, 2007Description: 592 pages : illustrations (some coloured) ; 28 cmContent type:
  • text
Media type:
  • rdamedia
Carrier type:
  • rdacarrier
ISBN:
  • 9781844803279
  • 1844803279
Subject(s): LOC classification:
  • HF5415.12 KEN
Contents:
Part I: Contexts.1. Client-Based Market Research.2. Academic Research in Marketing.Part II: Accessing and constructing good quality data.3. Accessing Secondary Data.4. Constructing Qualitative Data.5. Constructing Quantitative Data: Structuring Data and Measuring Variables.6. Constructing Quantitative Data: Developing the Instruments of Data Capture.7. Constructing Quantitative Data: Selecting Methods.8. Constructing Quantitative Data: Selecting Cases.9. Mixed Research Designs.Part III: Data Analysis.10. Analyzing Qualitative Data.11. Analyzing Quantitative Data: Essential Descriptive Summaries of Single Variables.12. Analyzing Relationships Between Two Variables.13. Making Statistical Inferences.14. Multivariate Analysis.15. Alternative Methods of Data Analysis.Part IV: Applications.16. Commercial Proprietary Techniques.17. Cross-National Research.18. Communicating the Results.
Summary: "Marketing Research is one of the most crucial aspects of Marketing you'll have to study in order to successfully complete either your Marketing degree or post-graduate course. This new textbook has been specifically written to make sure you do just that - pass your Marketing Research course with flying colors. Ray Kent's book will provide you with comprehensive, yet incredibly user-friendly coverage of all the critical approaches, methods and applications you'll need to be aware of while you study. Special emphasis is placed on the generation of good quality data when undertaking Marketing Research - arguably the most important factor in carrying out successful Marketing Research." BOOK JACKET
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book Book Harare Campus Library Open Shelf HF5415.2 KEN (Browse shelf(Opens below)) 163490 Available BK151661
Book Book Main Library Open Shelf HF5415.2 KEN (Browse shelf(Opens below)) 107898 Available BK77776

Includes bibliographical references and index

Part I: Contexts.1. Client-Based Market Research.2. Academic Research in Marketing.Part II: Accessing and constructing good quality data.3. Accessing Secondary Data.4. Constructing Qualitative Data.5. Constructing Quantitative Data: Structuring Data and Measuring Variables.6. Constructing Quantitative Data: Developing the Instruments of Data Capture.7. Constructing Quantitative Data: Selecting Methods.8. Constructing Quantitative Data: Selecting Cases.9. Mixed Research Designs.Part III: Data Analysis.10. Analyzing Qualitative Data.11. Analyzing Quantitative Data: Essential Descriptive Summaries of Single Variables.12. Analyzing Relationships Between Two Variables.13. Making Statistical Inferences.14. Multivariate Analysis.15. Alternative Methods of Data Analysis.Part IV: Applications.16. Commercial Proprietary Techniques.17. Cross-National Research.18. Communicating the Results.

"Marketing Research is one of the most crucial aspects of Marketing you'll have to study in order to successfully complete either your Marketing degree or post-graduate course. This new textbook has been specifically written to make sure you do just that - pass your Marketing Research course with flying colors. Ray Kent's book will provide you with comprehensive, yet incredibly user-friendly coverage of all the critical approaches, methods and applications you'll need to be aware of while you study. Special emphasis is placed on the generation of good quality data when undertaking Marketing Research - arguably the most important factor in carrying out successful Marketing Research." BOOK JACKET

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