Marketing research /
Wilson, Alan,
Marketing research / Alan Wilson. - 4th edition. - 1 online resource (xiii, 383 pages)
Electronic book available via the Dawsonera platform.
Includes bibliographical references and index.
Chapter 1: The role of marketing research and customer information in decision making.- Chapter 2: The marketing research process.- Chapter 3: Secondary data, customer databases and big data analytics.- Chapter 4: Collecting observation data and social media listening.- Chapter 5: Collecting qualitative data.- Chapter 6: Collecting quantitative data.- Chapter 7: Designing questionnaires.- Chapter 8: Sampling methods.- Chapter 9: Analysing qualitative data.- Chapter 10: Analysing quantitative data.- Chapter 11: Presenting the research results.- Marketing research in action: case histories.
Access restricted to subscribing institutions.
9781352001129
com.springer.onix.9781352001129 Springer Nature
Business.
Management science.
Marketing.
658.83
Marketing research / Alan Wilson. - 4th edition. - 1 online resource (xiii, 383 pages)
Electronic book available via the Dawsonera platform.
Includes bibliographical references and index.
Chapter 1: The role of marketing research and customer information in decision making.- Chapter 2: The marketing research process.- Chapter 3: Secondary data, customer databases and big data analytics.- Chapter 4: Collecting observation data and social media listening.- Chapter 5: Collecting qualitative data.- Chapter 6: Collecting quantitative data.- Chapter 7: Designing questionnaires.- Chapter 8: Sampling methods.- Chapter 9: Analysing qualitative data.- Chapter 10: Analysing quantitative data.- Chapter 11: Presenting the research results.- Marketing research in action: case histories.
Access restricted to subscribing institutions.
9781352001129
com.springer.onix.9781352001129 Springer Nature
Business.
Management science.
Marketing.
658.83