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Informationen zum Autor PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School. BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School. Klappentext Baines and Chansarkar have written an introductory text for marketing and marketing research students. In addition, the text will appeal to marketing research practitioners new to the industry and marketing managers who commission research projects in the course of their work. The unique feature of the book is its balance between qualitative and quantitative aspects of marketing research. It includes extended coverage of important topics including international marketing research, business to business marketing research, secondary data collection and internet marketing research. * The authors have adopted a practical focus including numerous recent examples of research projects from their own consultancy and work experience. * The book is split into three parts: research design and methods, statistical considerations and contexts in marketing research. * The chapters are structured with work assignments as well as content so that the book can be used to conduct a twelve-part course in marketing research. Supplementary slides on the book's website (see below) will provide further material for either educators or market research trainers. Forewords by Robert M. Worcester, Chairman, MORI and Visiting Professor at the London School of Economics and Dr David Smith, Chairman, Citigate DVL and Visiting Professor at the University of Hertfordshire Business School. "...an excellent introductory marketing text. The examples and practical focus employed throughout make it both accessible and informative for student and practitioner alike" Dr John White, Senior Lecturer in Marketing, University of Plymouth "Introducing Marketing Research is a text that clearly identifies the recursive and interdependent nature of the decision variables involved in the development of an effective research project. This alone distinguishes it from other marketing texts where the research process is presented as a set of linear, independent set of decisions which follow neatly one after the other to lead to a conclusion.It is also a text which will, by its project focus, serve as both a reference in a practitioner's professional library and as an introductory textbook for marketing undergraduates, postgraduates and other students in non-marketing courses who have an interest in the area."Joel Haire, Lecturer in Market Research, Swinburne University, Melbourne Supplementary materials for lecturers adopting Introducing Marketing Research can be found on the website. Zusammenfassung Explores both the quantitative and qualitative aspects of marketing research. This book combines quantitative information with important qualitative issues such as interviews and focus groups. Inhaltsverzeichnis Foreword by Robert M Worcester Foreword by David Smith Preface About the Authors About the Contributors Part 1 Research Design and Methods Introduction to Marketing Research Marketing Research: Design and Process Desk Research and Secondary Data Collection Qualitative Research: Data Collection and Analysis Survey and Questionnaire Design Part 2 Statistical Considerations Basic Statistics and Data Analysis An Introduction to Sampling Hypothesis Testing and Tests of Association Hypothesis Testing and Tests of Difference Part 3 Contexts in Marketing Research International Marketing Research Internet Marketing Research Business to Business Marketd and Marketing Research Appendix 1: Selected Sourc...
