Page 18 - Juta_Research_Catalogue_201819
P. 18

Marketing Research
J WIID & C DIGGINES (EDITORS)
Marketing Research, now in its third edition, provides a methodical introduction to the basic concepts of marketing research.
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.
978 1 48511 200 6 978 1 48511 548 9 3e 2015
360 PAGES
ZAR R462.00 ZAR R431.00
         CONTENTS
• Perspectives on marketing research
• Research Ethics
• Overview of the marketing research
process
• Problem definition and research
objectives
• Research design and proposal
• Collection of Secondary Data
• Collecting primary data: qualitative
techniques
• Collecting primary data: quantitative
techniques
KEY FEATURES
• Measurement and questionnaire design
• Designing the sample plan
• Conducting the investigation • Preparation and processing of
primary data
• Exploratory data analysis and
hypothesis testing
• Analysis of relationships with
statistical techniques • The research report
 • Learning outcomes at the beginning of every chapter
• Definitions are highlighted to emphasise their importance
• Clear diagrams and figures
• Relevant and up-to-date case studies
• Self-assessment questions
• Summaries that highlight the key issues covered in each chapter.
SUITABLE FOR
Undergraduate marketing students and marketing practitioners
 JUTA RESEARCH CATALOGUE | 2018/2019
  17
 


























































   16   17   18   19   20