| Description |
xv, 279 pages : illustrations ; 25 cm |
| Contents |
1. Introducing marketing place -- 2. Viewing the marketing research process -- 3. Defining the marketing research problem -- 4. Developing the approach -- 5. Determining the marketing research design -- 6. Examining qualitative data collection methods -- 7. Examining quantitative data-collection methods -- 8. Understanding sampling -- 9. Collecting data in the field -- 10. Preparing collected research data -- 11. Analysing prepared research data -- 12. Preparing, writing and presenting the research report |
| Summary |
This new Australian text has been written in an easy to read style to help students gain a good understanding of marketing research. Using Australian examples, the text clearly sets out the ten steps involved in the marketing research process, and includes many extra questions and activities to reinforce students learning, as well as to encourage further discussion |
| Notes |
Includes index |
| Subject |
Marketing research.
|
|
Marketing research -- Textbooks.
|
| Genre/Form |
Textbooks.
|
|
Textbooks.
|
| Author |
Taylor, Douglas, author
|
| ISBN |
9781741032048 |
|
1741032040 |
|
