Marketing Research: An Applied ApproachÍndice: 1. Introduction to marketing research 2. Defining the marketing research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5. Internal secondary data and analytics 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: in-depth interviewing and projective techniques 9. Qualitative research: data analysis 10. Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13. Questionnaire design 14. Sampling: design and procedures 15. Sampling: final and initial sample size determination 16. Survey fieldwork. |
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Marketing Research: An Applied Approach Naresh K. Malhotra,Dan Nunan,David F. Birks No preview available - 2017 |