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Marketing Research : Planning, Process, Practice by Marwa Gad Mohsen, Riccardo Benzo and Chahid Fourali (2018, Trade Paperback)

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Marketing Research by Riccardo Benzo, Chahid Fourali, Marwa Gad Mohsen. Author Riccardo Benzo, Chahid Fourali, Marwa Gad Mohsen. In 2008, he founded Managing Expectations to provide a vehicle for market research, consulting and training.

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Product Information

Marketing Research equips you with the tools needed to conquer the common pitfalls of designing and structuring a marketing research project by offering a systematic approach that follows the planning, process and practice of doing marketing research from inception through to delivery. The textbook guides you comprehensively and in an engaging style through the key skills and principles involved at each step of your marketing research project, including both qualitative and quantitative research techniques, as well as the summary and presentation of your findings. Practical features include: Activity boxes for reflecting on your learning and related personal experiences Ethics boxes highlighting key ethical implications at each stage of your research project Global case studies and real-world examples to help illustrate research in practice 'Advanced' boxes providing more challenging topics following your mastery of the basics Book jacket.

Product Identifiers

Publisher
SAGE Publications, The Limited
ISBN-10
1446294366
ISBN-13
9781446294369
eBay Product ID (ePID)
242632958

Product Key Features

Author
Marwa Gad Mohsen, Chahid Fourali, Riccardo Benzo
Publication Name
Marketing Research : Planning, Process, Practice
Format
Trade Paperback
Language
English
Publication Year
2018
Type
Textbook
Number of Pages
432 Pages

Dimensions

Item Length
9.8in
Item Height
0.8in
Item Width
7.5in
Item Weight
33.1 Oz

Additional Product Features

Lc Classification Number
Hf5415.2
Reviews
This textbook offers a fresh perspective on marketing research by using an easy-to-understand language and a widerange of pertinent cases and examples to convey complex concepts. An essential read for every student embarkingon the adventures of a research journey!, Marketing Researchoffers clear guidance for undergraduate and Masters students wishing to undertake a marketing research project. Written in a lively and informative manner and covering both qualitative and quantitative designs, the book supports the student throughout the entire research process from setting up and planning to reporting the findings.
Table of Content
Part I: Setting Up Marketing ResearchChapter 1: (Introduction) Adding Value with Marketing ResearchChapter 2: Identifying Marketing-Related (Business) IslsuesChapter 3: Secondary Research: Facts and TheoryPart II: Planning Marketing ResearchChapter 4: Conceptualising Research: From Secondary to Primary ResearchChapter 5: Marketing Research DesignsChapter 6: SamplingPart III: Qualitative Research in MarketingChapter 7: Qualitative Research Methods: Elements of a Good DesignChapter 8: Determining a Robust Qualitative Research Approach: Reviewing the Methodological and Data Gathering OptionsChapter 9: The Merits of Mixed Design Research Methodology: Illustration Through Action Research and Case StudiesChapter 10: From Theory to Practice: Illustrating the Qualitative Research ProcessPart IV: Quantitative Research in MarketingChapter 11: Hypothesis Building and TestingChapter 12: Quantitative Research MethodologyChapter 13: Questionnaire Design and Data Preparation for AnalysisChapter 14: Data Analysis Using Descriptive and Inferential StatisticsPart V: Reporting Marketing ResearchChapter 15: Discussing Findings, Drawing Recommendations & Conclusions: Writing the Research Report
Copyright Date
2017
Topic
Marketing / Research
Lccn
2017-940908
Dewey Decimal
658.8/3
Intended Audience
College Audience
Dewey Edition
23
Illustrated
Yes
Genre
Business & Economics

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Marketing Research : Planning, Process, Practice by Marwa Gad Mohsen, Riccardo Benzo and Chahid Fourali (2018, Trade Paperback)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Marketing Research: Planning, Process... by Fourali, Chahid Paperback / softback

item 2 Marketing Research: Planning, Process... by Fourali, Chahid Paperback / softback

item 3 Marketing Research: Planning, Process, Practice

item 4 MARKETING RESEARCH: PLANNING, PROCESS, PRACTICE By Riccardo Benzo & Gad Marwa

item 5 Marketing Research: Planning, Process, Practice by Riccardo Benzo (English) Pape

item 6 Marketing Research: Planning, Process, Practice by Riccardo Benzo: Used

item 7 Marketing Research: Planning, Process, Practice by Benzo, Mohsen, Fourali New+,

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