Essentials of Marketing Research: Part I
Publisher: Bookboon.com
Published: 2013
ISBN-13: 9788776815721
Table of contents: title: Content; title: 1. Introduction to marketing research: Scientific research approach and Problem definition; title: 1.1. Introduction; title: 1.2. Marketing Research; title: 1.3. Scientific marketing research process; title: 1.4. Defining a problem; title: 1.5. What marketing research cannot do?; title: 1.6. Conclusion; title: 2. Exploratory research design; title: 2.1. Chapter summary; title: 2.2. Research design and its importance in research; title: 2.3. Classification and differences between research designs; title: 2.4. Exploratory research design; title: 2.5. Conclusion; title: 3. Conclusive research design; title: 3.1. Chapter summary; title: 3.2. Conclusive research design; title: 3.3. Descriptive design; title: 3.4. Causal designs; title: 3.5. Survey methods; title: 3.6. Observation; title: 3.7. Conclusion; title: 4. Sampling; title: 4.1. Chapter summary; title: 4.2. Importance of sampling in marketing research; title: 4.3. Sampling: basic constructs; title: 4.4. Determining sample size; title: 4.5. Classification of sampling techniques; title: 4.6. Probability sampling techniques; title: 4.7. Nonprobability sampling techniques; title: 4.8. Selecting an appropriate sampling technique; title: 4.9. Conclusion; title: 5. References