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Absolute Essentials of Marketing Research

Bonita M. Kolb
€67.99
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A01=Bonita M. Kolb
academic research skills
Author_Bonita M. Kolb
Breakdown
Category=KJSM
Clips
Conducting Marketing Research
consumer behaviour analysis
Cups
data interpretation skills
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
Find Research Subjects
Focus Group Participants
Focus Group Scripts
Follow
Held
marketing
marketing planning
marketing research
Marketing Research Firm
Marketing Research Plan
Marketing Research Study
Null Hypothesis
Observational Research
Online Focus Groups
Participant Profile
practical marketing research process
Projective Techniques
Quantitative Research
Research Question
sampling strategies
Skip Interval
Social Media Sites
survey design techniques
Timeline
Tours
undergraduate study guide
Virtual Ethnography

Product details

  • ISBN 9780367760335
  • Weight: 660g
  • Dimensions: 138 x 216mm
  • Publication Date: 29 Dec 2021
  • Publisher: Taylor & Francis Ltd
  • Publication City/Country: GB
  • Product Form: Hardback
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Description

This short textbook provides students with a concise yet comprehensive overview of the fundamentals of marketing research.

Mapped closely to the structure of a typical Marketing Research module, the book takes the student through the full process, from developing the hypothesis and setting the research question, to developing and conducting the research, and finally to analysing the data and making recommendations. Each chapter starts with an essential summary and ends with discussion questions that can be used as a teaching resource. Worksheets are also provided as a supplementary resource, which can be used to build a marketing research plan.

Focused on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module.
About Bonita M. Kolb

Bonita M. Kolb is Professor Emeritus of Business Administration at Lycoming College, USA, and is currently researching the hospitality sector in St. Augustine, Florida.

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