Marketing Research: A Practical Approach

Marketing Research: A Practical Approach

By: Bonita Kolb (author)Hardback

1 - 2 weeks availability

Description

Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.

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About Author

Dr. Bonita Kolb received her BA from Alaska Pacific University in Anchorage, Alaska. She then moved to San Francisco, California where she received her master's and PhD from Golden Gate University. Dr. Kolb was not always in academia. In the past she ran a business in Alaska, designed educational programs for refugees in California and was a financial analyst at Bank of America world headquarters. After receiving her PhD, she started her teaching career with Northern Arizona University at their campus in Yuma. After a year, she joined Antioch University's McGregor Graduate Center teaching finance in the MBA program. Dr. Kolb then accepted a position at the University of Westminster in London where she managed the MA in International Finance program run jointly with CERAM in Sophia-Antipolis, France. Returning to the States she managed the MBA program at Long Island University in Brooklyn. She moved to Lycoming College because she wanted to work more closely with undergraduate students. Dr. Kolb has written several books that focus on marketing and nonprofits. Her latest book is Marketing Research for Non-profit, Creative and Community Organizations. She has also published articles in the International Journal of Arts Management, the Journal of Cultural Economics, and the Journal of Nonprofit and Voluntary Sector Marketing. Dr. Kolb continues to teach in Europe and in fall 2008 received a Fulbright Specialist Grant to travel to Tallinn, Estonia to teach post-graduate students from the Estonian Academy of Music and Theatre and the Sibelius Academy in Helsinki, Finland. Insider Info: Dr. Kolb always has at least ten projects going on simultaneously. In her spare time she restores houses and serves on community boards.

Contents

PART ONE: INTRODUCTION TO USE AND METHODS OF MARKETING RESEARCH Introduction to Marketing Research Research as a Process Determining the Research Question The Research Proposal Cultural Considerations for Marketing Research Conducting Secondary Research PART TWO: QUALITATIVE MARKETING RESEARCH Choosing Participants for Qualitative Research Planning and Conducting Focus Groups In-depth, Intercept and Expert Interviews Projective, Observational, Ethnography and Grounded Theory Techniques PART THREE: QUANTITATIVE MARKETING RESEARCH Determining Probability Samples Questionnaire Design Conducting Surveys PART FOUR: ANALYZING AND REPORTING FINDINGS Analyzing Verbal and Other Qualtitative Data Analyzing Numerical Data Report Writing and Presentation

Product Details

  • publication date: 22/04/2008
  • ISBN13: 9781412947961
  • Format: Hardback
  • Number Of Pages: 312
  • ID: 9781412947961
  • ISBN10: 1412947960

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