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Marketing Research: Planning, Process, Practice

by Riccardo Benzo, Marwa G. Mohsen and Chahid Fourali

Student Resources

(Introduction) Adding Value with Marketing Research
Identifying Marketing-Related (Business) Issues
Secondary Research. Facts and Theory
Conceptualising Research. From Secondary to Primary Research
Marketing Research Designs
Sampling
Qualitative Research Methods. Elements of a Good Design
Determining a Robust Qualitative Research Approach. Reviewing the Methodological and Data Gathering Options
The Merits of Mixed Design Research Methodology. Illustration Through Action Research and Case Studies
From Theory to Practice. Illustrating the Qualitative Research Process
Hypothesis Building and Testing
Quantitative Research Methodology
Questionnaire Design and Data Preparation for Analysis
Data Analysis Using Descriptive and Inferential Statistics
Discussing Findings, Drawing Recommendations & Conclusions. Writing the Research Report

Study Skills
About the Book

Student Resources

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Multiple Choice Quizzes
SAGE Further Reading
Extended Further Reading
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