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research CATALOGUE 2025|2026 13SUITABLE FORSenior undergraduate and postgraduate business and marketing research studentsMarketing Research J WIID & C DIGGINES (EDITORS)Marketing Research can be a daunting subject if not taught correctly. The mere mention of inferential statistics or statistical significance causes many students to close their minds and develop a mental block towards the topic. This is largely because most texts spend too little time teaching students the basic concepts before ploughing into the analysis of data and associated statistical formulas. Marketing Research follows a simple layout that is easy to read with text that is written in understandable, plain English. It will equip undergraduate marketing students with the skills necessary to plan and conduct basic marketing research projects in an efficient and effective manner, in a business world which demands more and more information on which to base decisions.To help students, this book contains the following features:%u2022 Learning outcomes at the beginning of every chapter%u2022 Definitions highlighted to emphasise their importance%u2022 Clear diagrams and figures%u2022 Relevant and up-to-date case studies%u2022 Self-assessment questions%u2022 Summaries of the key issues covered in each chapterCONTENTSChapter 1: Perspectives on marketing researchChapter 2: Research ethicsChapter 3: Overview of the marketing research processChapter 4: Problem definition and research objectivesChapter 5: Research design and proposalChapter 6: Collection of secondary dataChapter 7: Collecting primary data: qualitative techniquesChapter 8: Collecting primary data: quantitative techniques Chapter 9: Measurement and questionnaire designChapter 10: Designing the sample planChapter 11: Conducting the investigationChapter 12: Preparation, processing & exploring interpretation of qualitative primary dataChapter 13: Preparation and processing of primary dataChapter 14: Exploratory data analysis and hypothesis testingChapter 15: Analysis of relationships with statistical techniquesChapter 16: The research report5th EDITION 2024 Ed434 PAGES978 1 99896 392 8 ZAR R450.00978 1 99896 393 5 ZAR R405.00KEY FEATURES%u2022 Learning outcomes at the beginning of every chapter %u2022 Definitions are highlighted to emphasise their importance %u2022 Clear diagrams and figures %u2022 Relevant and up-to-date case studies %u2022 Self-assessment questions %u2022 Summaries that highlight the key issues covered in each chapter.SUPPORT MATERIALe e-BOOK