Description
Cengage Marketing Research Approaches Methods And Applications In Europe by Ray Kent
Aimed at post-introductory Marketing undergraduates and postgraduate students, Marketing Research is the first UK textbook to offer the advantages of presentation and format associated with a US textbook, yet still provide a comprehensive coverage of approaches, methods and applications of market research in a primarily European and international context._x000D__x000D_Unlike other textbooks which implicitly focus on client-based research, Marketing Research compares and contrasts research from both academic and client-based perspectives._x000D__x000D_This text has an innovative approach which focuses on the need for market research to be viewed on a systemic level, as an integrated creative process, composed of varying practical and theoretical approaches which can be tailored to each research project._x000D_ _x000D_
Part I: Contexts._x000D_
1. Client-Based Market Research._x000D_
2. Academic Research in Marketing._x000D_
Part II: Accessing and constructing good quality data._x000D_
3. Accessing Secondary Data._x000D_
4. Constructing Qualitative Data._x000D_
5. Constructing Quantitative Data: Structuring Data and Measuring Variables._x000D_
6. Constructing Quantitative Data: Developing the Instruments of Data Capture._x000D_
7. Constructing Quantitative Data: Selecting Methods._x000D_
8. Constructing Quantitative Data: Selecting Cases._x000D_
9. Mixed Research Designs._x000D_
Part III: Data Analysis._x000D_
10. Analyzing Qualitative Data._x000D_
11. Analyzing Quantitative Data: Essential Descriptive Summaries of Single Variables._x000D_
12. Analyzing Relationships Between Two Variables._x000D_
13. Making Statistical Inferences._x000D_
14. Multivariate Analysis._x000D_
15. Alternative Methods of Data Analysis._x000D_
Part IV: Applications._x000D_
16. Commercial Proprietary Techniques._x000D_
17. Cross-National Research._x000D_
18. Communicating the Results._x000D_