Wilson, Alan and Johns, Raechel and Miller, Karen W. and Pentecost, Robin (2010) Marketing research: an integrated approach: solving business problems: the value of marketing research. Pearson Education Australia, Frenchs Forest, NSW. ISBN 978144251042
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Marketing Research an Integrated Approach focuses on the importance of marketing research techniques to solve business problems. Although there are many good books on the market, many focus on the process of Marketing Research, but ignore the importance. This book discusses the marketing research process, from how to collct data to how to analyse it.This book is contemporary in its approach because we take into account the importance of qualitiative and quantitative research methods and practices. This differs to the traditional approach of a quantitative research methods book.Chapter headings: The role of marketing research in solving business problems; The marketing research process; The use and evaluation of secondary data; Qualitative research an overview; Qualitative research a comparison of research methods; Designing questionnaires; Sampling methods; Qualitative research collecting observation data; From fieldwork to analysing quantitative data; Quantitative research analysing quantitative data;Presenting and using the research results.
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|Item Type:||Book (Commonwealth Reporting Category A)|
|Item Status:||Live Archive|
|Faculty / Department / School:||Historic - Faculty of Business - School of Management and Marketing|
|Date Deposited:||01 Feb 2010 05:05|
|Last Modified:||07 Sep 2016 03:02|
|Uncontrolled Keywords:||marketing research; solving business problems; the value of research to business|
|Fields of Research :||15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology|
|Socio-Economic Objective:||B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing|
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