Request for consultation

Thanks for your request. You’ll soon be chatting with a consultant to get the answers you need.
Your form is submitting...
{{formPostErrorMessage.message}} [{{formPostErrorMessage.code}}]
Email Address is required. 'Email Address' must contain at least 0 characters 'Email Address' cannot exceed 0 characters Please enter a valid Email Address
First Name is required. 'First Name' must contain at least 0 characters 'First Name' cannot exceed 0 characters Please enter a valid First Name
Last Name is required. 'Last Name' must contain at least 0 characters 'Last Name' cannot exceed 0 characters Please enter a valid Last Name
Institution is required.
Discipline is required.
Country is required. 'Country' must contain at least 0 characters 'Country' cannot exceed 0 characters Please enter a valid Country
Cengage, at your service! How can we best meet your needs? is required.
Why are you contacting us today? is required. 'Why are you contacting us today?' must contain at least 0 characters 'Why are you contacting us today?' cannot exceed 0 characters Please enter a valid Why are you contacting us today?

Marketing Research: Approaches, Methods and Applications in Europe, 1st Edition

Ray Kent

  • Copyright 2007
  • {{checkPublicationMessage('Published', '2006-12-11T00:00:00+0000')}}
Starting At £94.99 See pricing and ISBN options
Instructor Next Steps
Students: Buy now
Marketing Research: Approaches, Methods and Applications in Europe 1st Edition by Ray Kent
Quick Navigation

Overview

MARKETING RESEARCH: APPROACHES METHODS &APPLICATIONS IN EURO

{{readMore['overview'] ? 'Read More' : 'Read Less'}}

Meet the Authors

{{collapseContainerClosed['meet-the-author'] ? 'Show More' : 'Show Less'}}

Ray Kent

Ray Kent is a Senior Lecturer in the Department of Marketing at the University of Stirling, where he is also Director of the MSc in Marketing. He has been a university lecturer for nearly 40 years and is well versed in the needs of student learning. He has published on topics as diverse as product range policy, marketing communications with sensitive groups, private trading on the internet, improving email responses, and the use of fuzzy logic.

Table of Contents

{{collapseContainerClosed['table-of-contents'] ? 'Show More' : 'Show Less'}}
Part I: Contexts.
1. Client-Based Market Research.
2. Academic Research in Marketing.
Part II: Accessing and constructing good quality data.
3. Accessing Secondary Data.
4. Constructing Qualitative Data.
5. Constructing Quantitative Data: Structuring Data and Measuring Variables.
6. Constructing Quantitative Data: Developing the Instruments of Data Capture.
7. Constructing Quantitative Data: Selecting Methods.
8. Constructing Quantitative Data: Selecting Cases.
9. Mixed Research Designs.
Part III: Data Analysis.
10. Analyzing Qualitative Data.
11. Analyzing Quantitative Data: Essential Descriptive Summaries of Single Variables.
12. Analyzing Relationships Between Two Variables.
13. Making Statistical Inferences.
14. Multivariate Analysis.
15. Alternative Methods of Data Analysis.
Part IV: Applications.
16. Commercial Proprietary Techniques.
17. Cross-National Research.
18. Communicating the Results.

Compare Buying Options

{{collapseContainerClosed['compare-buying-options'] ? 'Show More' : 'Show Less'}}

Textbook Only Options

Traditional eBook and Print Options

{{collapseContainerClosed['detail_0'] ? 'Show More' : 'Show Less'}}

  • ISBN-10: 1844803279
  • ISBN-13: 9781844803279
  • RETAIL £94.99
Instructor Next Steps
Students: Buy now