Marketing research / delivering customer insight Alan Wilson.
Publication details: London : Red Globe Press, 2019. Edition: 4th edDescription: xxiii, 383 pages : color illustrations ; 26 cmISBN:- 9781352001112
- 135200111X
- HF5415.2 W558M
| Item type | Current library | Collection | Shelving location | Call number | Status | Date due | Barcode | Item holds |
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หนังสือ
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PIM Creative Learning Space Chaengwattana | หนังสือภาษาอังกฤษ | English Book Shelves | HF5415.2 W558M 2019 (Browse shelf(Opens below)) | Available | 32550000505370 |
Macmillan International Higher Education."
Includes bibliographical references and index.
1. The Role of Marketing Research and Customer Information in Decision-Making -- 2. The Marketing Research Process -- 3. Secondary Data, Customer Databases and Big Data Analytics -- 4. Collecting Observation Data and Social Media Listening -- 5. Collecting Qualitative Data -- 6. Collecting Quantitative Data -- 7. Designing Questionnaires -- 8. Sampling Methods -- 9. Analysing Qualitative Data -- 10. Analysing Quantitative Data -- 11. Presenting the Research Results.
Market information and customer insight are critical factors in helping successful businesses to meet their strategic goals. Now in its fourth edition, this popular and user-friendly text will equip you with all the tools you need to find facts, undertake a marketing research project and undersatnd the likely impact it can have on marketing decisions. Keeping digital data and internet research at its heart, Marketing Research provides a refreshingly non-technical introduction to the field. It details the key stages of the research process, covering both quantitative and qualitative methods, and offers a plethora of international case studies and examples--back cover.
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