Marketing Research: Approaches, Methods and Applications in Europe

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9781844803279: Marketing Research: Approaches, Methods and Applications in Europe
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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.

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About the Author:

Ray Kent is a Senior Lecturer in the Department of Marketing at the University of Stirling, where he is also Director of the MSc in Marketing. He has been a university lecturer for nearly 40 years and is well versed in the needs of student learning. He has published on topics as diverse as product range policy, marketing communications with sensitive groups, private trading on the internet, improving email responses, and the use of fuzzy logic.

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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.

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