For those on graduate and undergraduate courses in market research, this text presents marketing research concepts and methods in a highly applied and managerial way. Balancing coverage of the qualitative and quantitative aspects within the field, it devotes separate chapters to qualitative research procedures and to each major data analysis technique, and offers a practical integration showing the use of mainframes and microcomputers throughout. A chapter on international marketing research focuses on how to incorporate ...
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For those on graduate and undergraduate courses in market research, this text presents marketing research concepts and methods in a highly applied and managerial way. Balancing coverage of the qualitative and quantitative aspects within the field, it devotes separate chapters to qualitative research procedures and to each major data analysis technique, and offers a practical integration showing the use of mainframes and microcomputers throughout. A chapter on international marketing research focuses on how to incorporate cultural aspects of marketing research when conducting research that involves different countries. The chapter covers unique problems encountered in international marketing research such as translating questionnaires, comparability of methods and data analysis of cross-cultural research. An actual project which acts as a common thread to illustrate major areas of study - descriptive research, explanatory research and data analysis techniques. Real-world examples give students a working perspective of concepts as they learn them. The book encourages computer literacy and expertise through the application of material to microcomputers and mainframes.
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