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

By:

Kent, Ray [author]

Material type: Text

TextPublisher: Thomson Learning, 2007Description: 592 pages : illustrations (some coloured) ; 28 cmContent type:

text

Media type:

rdamedia

Carrier type:

rdacarrier

ISBN:

9781844803279
1844803279

Subject(s):

Marketing research -- Europe

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	Harare Campus Library Open Shelf	HF5415.2 KEN (Browse shelf(Opens below))	163490	Available		BK151661
Book	Main Library Open Shelf	HF5415.2 KEN (Browse shelf(Opens below))	107898	Available		BK77776

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Previous	HF5415.2 HAI Marketing research :	HF5415.2 HOU Marketing research and information 2008-2009	HF5415.2 JAI Marketing research management	HF5415.2 KEN Marketing research : approaches, methods and applications in Europe /	HF5415.2 KEY Key marketing metrics : the 50+ metrics every manager needs to know /	HF5415.2 KEY Key marketing metrics : the 50+ metrics every manager needs to know /	HF5415.2 KIN Marketing research	Next

Includes bibliographical references and index

"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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