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Marketing Research: A Managerial Approach
by
Al Marshall
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Overview of the book:
Chapter 1: Introduction to Market Research & the Modern Organisation
Chapter 2: Research Typologies & the Business Issue for Research
Chapter 3: Secondary Research & Marketing Intelligence
Chapter 4: Qualitative Data Collection – Communication & Observation Methods
Chapter 5: Quantitative Data Collection – Communication & Observation Methods
Chapter 6: Target Markets, Sample Design and Sample Size
Chapter 7: Data Collection Instruments – Qualitative and Quantitative Research
Chapter 8: Qualitative Data Analysis – Communication & Observation Methods
Chapter 9: Quantitative Data Analysis – Communication & Observation Methods
Chapter 10: Reporting and Presenting Solutions to the Business Issue
Chapter 11: Ethics, Privacy and New Technology
Chapter 3: Secondary Research & Marketing Intelligence
