Marketing research, approaches, methods and applications in europe [printed text] / Ray Kent, Author . - London : Thomson Learning, 2007 . - xix, 592 p. : ill (col) ; 28 cm.
ISBN : 978-1-84480-327-9

Class number:	658.8
Abstract:	Aimed at post-introductory Marketing undergraduates and postgraduate students, Marketing Research is the first UK textbook to offer the advantages of presentation and format associated with a US textbook, yet still provide a comprehensive coverage of approaches, methods and applications of market research in a primarily European and international context. Unlike other textbooks which implicitly focus on client-based research, Marketing Research compares and contrasts research from both academic and client-based perspectives. This text has an innovative approach which focuses on the need for market research to be viewed on a systemic level, as an integrated creative process, composed of varying practical and theoretical approaches which can be tailored to each research project.
Contents note:	Part I: Contexts 1. Client-Based Market Research; 2. Academic Research in Marketing Part II: Accessing and constructing good quality data 3. Accessing Secondary Data; 4. Constructing Qualitative Data; 5. Constructing Quantitative Data: Structuring Data and Measuring Variables; 6. Constructing Quantitative Data: Developing the Instruments of Data Capture; 7. Constructing Quantitative Data: Selecting Methods; 8. Constructing Quantitative Data: Selecting Cases; 9. Mixed Research Designs Part III: Data Analysis 10. Analyzing Qualitative Data; 11. Analyzing Quantitative Data: Essential Descriptive Summaries of Single Variables; 12. Analyzing Relationships Between Two Variables; 13. Making Statistical Inferences; 14. Multivariate Analysis; 15. Alternative Methods of Data Analysis Part IV: Applications 16. Commercial Proprietary Techniques; 17. Cross-National Research; 18. Communicating the Results