Marketing research in Ireland : theory and practice [printed text] / Christine Domegan, Author ; Declan Fleming, Author  . -  3rd edition . - Dublin : Gill & Macmillan, 2007 . - 585p. : ill (b & w) ; 25 cm.
ISBN : 978-0-7171-4200-2

Class number:	658.839415
Abstract:	New updated edition of this well-established textbook on the theory and practice of Marketing Research in Ireland. Presents a balanced theoretical, applied and managerial approach to the subject. New case studies, examples, fats and figures represent both Irish and international best practices. Exercises, assignments, diagrams and illustrations facilitate active student learning. Suitable for students on undergraduate, postgraduate and professional courses.
Contents note:	Part 1 Introduction to Marketing Research 1. Marketing Research Introduced; 2. The Marketing Research Process; 3. Problem Definition & Research Design Part 2 Data Collection Methods 4. Secondary Sources of Data; 5. Focus Groups, In-depth Interviews and Projective Techniques; 6. Surveys, Observations and Panels; 7. Experimentation Part 3 Data Collection & Acquisition 8. Questionnaire Design & Field Work; 9. Measurement Concepts and Attitude Scales; 10. The Sampling Process; 11. Sample Size Determination Part 4 Data Analysis and Presentation 12. Data Preparation & Processing; 13. Basic Data Analysis; 14. Multivariate Data Analysis; 15. Communication of Research Findings, Report Writing and Presentation Appendices; References; Index.