000			01845cam a2200229 a 4500
005			20251010091421.0
020			_a9781412947961 _cTZS 91,566/=
040			_aMCCL _beng. _eAACR 2nd rev. ed.
082	0	4	_a658.83 KOL
100	1		_aKolb, Bonita M.
245	1	0	_aMarketing research: _ba practical approach/ _cBonita Kolb.
260			_aLos Angeles: _bSAGE, _cc2008.
300			_axiii,292p.; _c24cm.
504			_aIncludes bibliographical references and index.
505			_aCover; Contents; Part 1 Introduction to Uses and Methods of Marketing Research; 1 Introduction to Marketing Research; 2 Research as a Process; 3 Determining the Research Question; 4 The Research Proposal; 5 Cultural Considerations for Marketing Research; 6 Conducting Secondary Research; Part 2 Qualitative Marketing Research; 7 Choosing Participants for Qualitative Research; 8 Planning and Conducting Focus Groups; 9 In-depth, Intercept and Expert Interviews; 10 Projective, Observational, Ethnography and Grounded Theory Techniques; Part 3 Quantitative Marketing Research
520			_a Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported
546			_aeng.
650		0	_aMarketing research.
650		0	_aInternet resource
856	4	1	_uhttp://www.loc.gov/catdir/enhancements/fy0804/2007934524-t.html
942			_cBK
999			_c12435 _d12435