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Marketing Research: Approaches, Methods and Applications in Europe, 1st Edition

Ray Kent

  • Copyright 2007
  • {{checkPublicationMessage('Published', '2006-12-11T00:00:00+0000')}}
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Marketing Research: Approaches, Methods and Applications in Europe 1st Edition by Ray Kent
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Overview

MARKETING RESEARCH: APPROACHES METHODS &APPLICATIONS IN EURO

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Meet the Authors

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Ray Kent

Ray Kent is a Senior Lecturer in the Department of Marketing at the University of Stirling, where he is also Director of the MSc in Marketing. He has been a university lecturer for nearly 40 years and is well versed in the needs of student learning. He has published on topics as diverse as product range policy, marketing communications with sensitive groups, private trading on the internet, improving email responses, and the use of fuzzy logic.

Table of Contents

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Part I: Contexts.
1. Client-Based Market Research.
2. Academic Research in Marketing.
Part II: Accessing and constructing good quality data.
3. Accessing Secondary Data.
4. Constructing Qualitative Data.
5. Constructing Quantitative Data: Structuring Data and Measuring Variables.
6. Constructing Quantitative Data: Developing the Instruments of Data Capture.
7. Constructing Quantitative Data: Selecting Methods.
8. Constructing Quantitative Data: Selecting Cases.
9. Mixed Research Designs.
Part III: Data Analysis.
10. Analyzing Qualitative Data.
11. Analyzing Quantitative Data: Essential Descriptive Summaries of Single Variables.
12. Analyzing Relationships Between Two Variables.
13. Making Statistical Inferences.
14. Multivariate Analysis.
15. Alternative Methods of Data Analysis.
Part IV: Applications.
16. Commercial Proprietary Techniques.
17. Cross-National Research.
18. Communicating the Results.

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  • ISBN-10: 1844803279
  • ISBN-13: 9781844803279
  • RETAIL $184.95
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Students: Buy now