Title:
Marketing research
Author:
Wiid, Jan.
ISBN:
9780702177446
Personal Author:
Publication Information:
Lansdowne, Cape Town : Juta, ©2009.
Physical Description:
vi, 272 pages : illustrations ; 25 cm
Contents:
Perspectives on marketing research -- Overview of the marketing research process -- Problem definition and research objectives -- Research design and proposal -- Collection of secondary data -- Collecting primary data: qualitative techniques -- Collecting primary data: survey method -- Gathering primary data: observation and experimentation -- Measurement and questionnaire design -- Designing the sample plan -- Managing the fieldwork procedure -- Preparation of primary data -- Understanding and analysing statistical data -- The research report.
Added Author: