ScholarLens Back to search
2014•Unpublished venueRequires access

Essentials of Marketing Research: Putting Research into Practice

Kenneth E. Clow, Karen E. James

Open publisher page 96 citations

Abstract

PART I. INTRODUCTION TO MARKETING RESEARCH 1. The Role of Marketing Research 2. The Marketing Research Process PART II. TYPES OF MARKETING RESEARCH 3. Secondary Research 4. Qualitative Research 5. Observation Research 6. Experimental Research 7. Survey Research PART III. SAMPLING AND MEASUREMENT 8. Sampling Procedures 9. Measurement Methods 10. Marketing Scales 11. Questionnaire Design PART IV. ANALYZING AND REPORTING MARKETING RESEARCH 12. Fundamental Data Analysis 13. Analysis of Differences and Regression Analysis 14. Market Research Reports and Presentations

About this research paper

What this paper is about

PART I. INTRODUCTION TO MARKETING RESEARCH 1. The Role of Marketing Research 2. The Marketing Research Process PART II. TYPES OF MARKETING RESEARCH 3. Secondary Research 4. Qualitative Research 5. Observation Research 6. Experimental Research 7. Survey Research PART III. SAMPLING AND MEASUREMENT 8. Sampling Procedures 9. Measurement Methods 10. Marketing Scales 11. Questionnaire Design PART IV. ANALYZING AND REPORTING MARKETING RESEARCH 12. Fundamental Data Analysis 13. Analysis of Differences and Regression Analysis 14. Market Research Reports and Presentations

Why it matters

OpenAlex reports 96 citations for this work. Citation counts describe recorded attention and do not establish research quality.

Key contribution

A contribution statement is not available in the OpenAlex record.

Method / approach

Method details are not available in the OpenAlex metadata.

Main findings

Findings are not separately available in the OpenAlex metadata.

Limitations

Limitations are not available in the OpenAlex metadata.

Applications

Application details are not available in the OpenAlex metadata.

Available abstract

PART I. INTRODUCTION TO MARKETING RESEARCH 1. The Role of Marketing Research 2. The Marketing Research Process PART II. TYPES OF MARKETING RESEARCH 3. Secondary Research 4. Qualitative Research 5. Observation Research 6. Experimental Research 7. Survey Research PART III. SAMPLING AND MEASUREMENT 8. Sampling Procedures 9. Measurement Methods 10. Marketing Scales 11. Questionnaire Design PART IV. ANALYZING AND REPORTING MARKETING RESEARCH 12. Fundamental Data Analysis 13. Analysis of Differences and Regression Analysis 14. Market Research Reports and Presentations

Key concepts: Qualitative marketing research, Marketing research, Quantitative marketing research, Market research, Marketing, Sampling (signal processing), Survey research, Marketing science

Related papers

Related paper 1Related paper 2Related paper 3
Back to paper searchBrowse research topicsOriginal source
Essentials of Marketing Research: Putting Research into Practice — Research Paper | ScholarLens