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Absolute Essentials of Marketing Research by Bonita M. Kolb (Lycoming College, USA) at Abbey's Bookshop,
Absolute Essentials of Marketing Research
— —
Bonita M. Kolb (Lycoming College, USA)

Absolute Essentials of Marketing Research

Bonita M. Kolb (Lycoming College, USA)

$41.99

Paperback

Not in-store but you can order this
How long will it take?
English
Routledge
07 October 2024
Research & development management; Market research
Series: Absolute Essentials of Business and Economics
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.
By:  
Imprint:   Routledge
Country of Publication:   United Kingdom
Dimensions:   Height: 216mm,  Width: 138mm, 
Weight:   453g
ISBN:   9780367760342
ISBN 10:   0367760347
Series:   Absolute Essentials of Business and Economics
Pages:   120
Publication Date:  
Audience:   College/higher education ,  Professional and scholarly ,  Primary ,  Undergraduate
Format:   Paperback
Publisher's Status:   Forthcoming
1. Understanding the Research Process 2. Developing a Hypothesis and Research Question 3. Conducting Secondary Research 4. Determining the Research Sample 5. Writing Quantitative Research Surveys 6. Conducting Qualitative Focus Groups 7. Utilizing Interviews, Observation, and Projective Techniques 8. Analysing Research Results 9. Preparing Written and Oral Reports

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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