MARKETING RESEARCH A CONCISE INTRODUCTION
An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time. The Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on Netnogra...
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| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Los Angeles
SAGE
2018
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| Edition: | 2ND EDITION |
| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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| 020 | # | # | |a 9781526419279 |q paperback |
| 020 | # | # | |a 1526419270 |q paperback |
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| 041 | 0 | # | |a eng |
| 090 | 0 | 0 | |a HF5415.2 |b .K589 2018 |
| 100 | 1 | # | |a Kolb, Bonita M. |e author |
| 245 | 1 | 0 | |a MARKETING RESEARCH |b A CONCISE INTRODUCTION |c BONITA KOLB. |
| 250 | # | # | |a 2ND EDITION |
| 264 | # | 1 | |a Los Angeles |b SAGE |c 2018 |
| 264 | # | 4 | |c ©2018 |
| 300 | # | # | |a xiv, 311 pages |c 24 cm |
| 336 | # | # | |a text |2 rdacontent |
| 337 | # | # | |a unmediated |2 rdamedia |
| 338 | # | # | |a volume |2 rdacarrier |
| 504 | # | # | |a Includes bibliographical references (pages 300-307) and index |
| 520 | # | # | |a An introductory textbook that provides students with the essential information needed to plan and perform marketing research for the first time. The Second Edition presents a balanced mix of qualitative and quantitative methods, reflecting contemporary trends. This includes a new chapter on Netnography and new and increased coverage of the digital aspects of marketing research and the impact of social media and the online environment. The book includes exercises and activities within the chapters that can be used in class. Along with a collection of new international case studies, including: Europe - Renault (France), Miele (Germany) & Online grocery markets in France and Germany. Africa - The Robben Island Museum in Cape Town, South Africa, Vergenoegd Wine Estate in South Africa, text message surveying in Kenya Australia - Campos Coffee Asia - Uber and social media usage in India; Cinemas and confectionary markets in China; Coffee culture in South Korea The book is complemented by chapter specific lecturer PowerPoint slides, these can be accessed here. Suitable reading for students who are new to marketing research. |
| 650 | # | 0 | |a Marketing research |
| 856 | 4 | 0 | |z Click Here to View Status and Holdings. |u https://opac.uitm.edu.my/opac/detailsPage/detailsHome.jsp?tid=940350 |
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MARKETING RESEARCH A CONCISE INTRODUCTION