While many existing books ignore the theories that underpin commercial market research methods, this exciting new title places research in the context of those theories that influence the development and implementation of research. The book will help students grasp why marketing research is undertaken as well as how it is undertaken. Throughout a balance is struck between coverage of quantitative and qualitative research. Students' learning is supported and consolidated by pedagogical features that include: - Chapter introductions with learning objectives and chapter summeries - Boxed case examples from marketing and market research practitioners illustrating key issues discussed in chapters - Questions for discussion with each chapter - Suggestions for further reading INDICE: PART ONE: MARKET RESEARCH IN CONTEXTMarket Research for Marketing DecisionsTheoretical Underpinnings of Market ResearchPART TWO: QUANTITATIVE RESEARCHEvolution and Trends in Quantitative ResearchResearch Using DatabasesAd hoc, Continuous and Tracking SurveysTesting and Predictive ResearchAnalysis and Interpretation of Quantitative ResearchPART THREE: QUALITATIVE RESEARCHThe Evolution and Growth of Qualitative ResearchObservation and EthnographyQualitative InterviewsDesign, Analysis and Interpretation of Qualitative ResearchPART FOUR: MARKET RESEARCH - PAST, PRESENT AND FUTUREPast, Present and Future
- ISBN: 978-1-4129-0249-6
- Editorial: SAGE Publications Ltd
- Encuadernacion: Rústica
- Páginas: 368
- Fecha Publicación:
- Nº Volúmenes: 1
- Idioma: