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The Practice of Market Research

Autor Yvonne McGivern
en Limba Engleză Paperback – 30 mai 2013
This is a comprehensive account of the techniques and the day-to-day tasks of the researcher. Easy to read and understand, McGivern's book covers not only research methods and techniques, such as sampling and questionnaire design, but also the practical tasks of running a research project.
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Specificații

ISBN-13: 9780273773115
ISBN-10: 0273773119
Pagini: 608
Ilustrații: Illustrations
Dimensiuni: 182 x 241 x 31 mm
Greutate: 1.15 kg
Ediția:4 ed
Editura: Pearson Education

Cuprins

1 The practice of market and social research
2 Types of research
3 Defining the problem
4 Writing a research brief
5 Secondary research
6 Qualitative research
7 Quantitative research
8 Sampling
9 Designing questionnaires
10 Writing a research proposal
11 Doing qualitative research
12 Managing a research project
13 Analysing qualitative data
14 Understanding quantitative data
15 Analysing quantitative data
16 Communicating and reviewing the findings