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Introducing Marketing Research

Introducing Marketing Research

Paul Baines, Bal Chansarkar

ISBN: 978-0-471-49770-7

May 2002

368 pages

Select type: Paperback

In Stock

$65.95

Description

Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course; they do not focus on important qualitative issues such as depth interviews and focus groups - the authors redress this imbalance.  Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research.  The authors adopt a practical focus and include numerous examples as well as coursework assignments.

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Foreword by Robert M Worcester

Foreword by David Smith

Preface

About the Authors

About the Contributors

Part 1 Research Design and Methods

Introduction to Marketing Research

Marketing Research: Design and Process

Desk Research and Secondary Data Collection

Qualitative Research: Data Collection and Analysis

Survey and Questionnaire Design

Part 2 Statistical Considerations

Basic Statistics and Data Analysis

An Introduction to Sampling

Hypothesis Testing and Tests of Association

Hypothesis Testing and Tests of Difference

Part 3 Contexts in Marketing Research

International Marketing Research

Internet Marketing Research

Business to Business Marketd and Marketing Research

Appendix 1: Selected Sources of Secondary Information

Appendix 2: Statistical Tables

Glossary

Index
"…an excellent introduction to the topic…certainly a text I would recommend for undergraduate marketing/ marketing research courses…" (The Marketing Review, Winter 2002)
A key feature of this book is the balance between qualitative and quantitative aspects of marketing research.

Written as an introduction to marketing research for students taking a one-semester module.

Includes extended coverage of important topics such as international marketing research and secondary data collection.

The authors adopt a practical focus and include numerous practical examples as well as coursework assignments.