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The Essentials of Marketing Research
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The Essentials of Marketing Research

Fourth Edition

Other Titles in:
Marketing (General)

January 2021 | SAGE Publications, Inc
Identifying and assessing information is a key to a successful marketing strategy. The Essentials of Marketing Research, 4th Edition has been totally revamped and guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics including secondary research and data mining, marketing research ethics, internet marketing research, qualitative and exploratory research, data collection tool design and deployment, qualitative data analysis, statistical analysis, and research report preparation.

 
Part 1: The Marketing Research Process and Decision Making
 
Ch 1: Introduction to Marketing Research
 
Ch 2: Ethics in Marketing Research
 
Part 2: Secondary Data and Research Designs
 
Ch 3: Secondary Data
 
Ch 4: Research Designs: Exporatory and Qualitative Research
 
Ch 5: Research Designs: Descriptive and Causal Research
 
Part 3: Measurement, Data Collection, and Sampling
 
Ch 6: Measurement
 
Ch 7: Primary Data Collection
 
Ch 8: Designing the Data-Gathering Instrument
 
Ch 9: Sampling Methods and Sampling Size
 
Ch 10: Fielding the Data-Gathering Instrument
 
Ch 11: Analyzing anbd Interpreting Data for Decisions
 
Ch 12: Analyzing Qualitative and Big Data
 
Ch 13: Advanced Data Analysis
 
Ch 14: The Research Report

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