ESCP Europe

-How should you decide what sort of marketing research to carry out?; - What issues should you consider when doing marketing research and how do you avoid the potential pitfalls associated with it?; - When and how should you use online marketing research? Marketing research tackles these questions and gives you a comprehensive, yet accessible, grounding in carrying out marketing research. The text is structured around the core themes of research preparation, data collection, the analysis and communication of research, and research contexts. Within this framework, the author examines the most appropriate techniques available when deciding what type of research to carry out and points out possible flaws in the process so that you can avoid them. from back cover.

PART 1 RESEARCH PREPARATION --- 1. Introduction to marketing research --- 2. Planning research --- PART 2 DATA COLLECTION --- 3. Secondary data --- 4. Primary data --- 5. Sampling --- 6. Questionnaires and topic guides --- 7. Qualitative research --- 8. Quantitative research --- PART 3 ANALYSIS AND COMMUNICATION --- 9. Analysis --- 10. Reporting and presentation --- PART 4 MARKETING RESEARCH CONTEXTS --- 11. Business-to-business research --- 12. International research --- 13. Audience and advertising research --- 14. Social research --- 15. Online research --- Market researchs toolbox..