Cambridge Marketing Handbook: Research

1. Auflage 2013
ISBN: 978-0-7494-7069-2
Verlag: Kogan Page Ltd

Buch, Englisch, 128 Seiten, Format (B × H): 114 mm x 180 mm, Gewicht: 180 g

Reihe: Cambridge Marketing Handbooks

A straightforward guide to the key things that all marketers need to know about marketing research. This handbook takes the reader step by step through: the basic principles of market and marketing research; the key roles that research plays in marketing decision making; how to go about planning your research; the types of data and key steps to follow in gathering them; how to go about getting your research done - the all important briefing and proposal process; specifics on secondary and primary data methodologies; how to justify research in financial benefit terms; how to decide on what sampling approach to use and finally legal and ethical aspects that must be considered. The handbook recognizes the especial importance of online research in today's world and covers this in detail in a separate section.

Autoren/Hrsg.

Bax, Steve

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

Chapter - 00: Introduction; Chapter - 01: Research Principles; Chapter - 02: The Elements of the Research Planning Process; Chapter - 03: Secondary Data; Chapter - 04: Primary Data; Chapter - 05: Qualitative Research Methods; Chapter - 06: Quantitative Research Methods; Chapter - 07: Digital and Online Research; Chapter - 08: Reporting Research Results; Chapter - 09: Sampling; Chapter - 10: Legal and Ethical Aspects

Über Autor(innen)

Bax, Steve
Steve Bax is Managing Director of Bax Interaction, a Cambridge-based marketing research consultancy with over 30 years' experience at senior and board levels in B2B, B2C and not for profit organizations. He has been a tutor at Cambridge Marketing College since 1993 and is a Fellow of the College. Passionate about the subject since the late 1980's, Steve has taught the research modules for many years and regularly undertakes projects on the College's behalf. He is a Chartered Marketer, a long standing member of the CIM and an associate member of the Market Research Society.

Steve Bax is Managing Director of Bax Interaction market research, strategy and training consultancy, with over 30 years' experience at senior and board levels in B2B, B2C and not-for-profit organizations. He is a Fellow of Cambridge Marketing College, where he has been a tutor since 1993, teaching the modules on research and regularly undertaking projects. He is a Chartered Marketer, a long-standing member of the CIM and an associate member of the Market Research Society.