Introducing Marketing Research

Paul Baines (Author), Bal Chansarkar (Author)

9780471497707, Wiley

Paperback / softback, published 22 April 2002

368 pages
23.8 x 18.8 x 2 cm, 0.652 kg

"…an excellent introduction to the topic…certainly a text I would recommend for undergraduate marketing/ marketing research courses…" (The Marketing Review, Winter 2002)

"Introducing Marketing Research" ist ein ideales Lehrbuch für eine einsemestrige Einführung in das Thema Marktforschung. Mit speziellen Kapiteln zum Thema B2B-Marktforschung und Internet-Marktforschung. Das Buch ist ausgesprochen praxisorientiert und verfügt über eine Fülle praktischer Beispiele und Studienaufgaben. Besonders hervorzuheben ist die ausgewogene Präsentation qualitativer und quantitativer Aspekte der Marktforschung.

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

Subject Areas: Business & management [KJ]