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Marketing research in Ireland : theory and practice / Christine Domegan and Declan Fielding.

By: Contributor(s): Material type: TextTextPublication details: Dublin : Gill & Macmillan, 1999.Description: 471 p. ; 25 cmISBN:
  • 9780717126675 :
  • 0717126676 (pbk.)
Subject(s): DDC classification:
  • 658.83 DOM
Contents:
Part1. Introduction to marketing research; Chapter 1. Marketing research introduced -- Chapter 2. The marketing research process -- Chapter 3. Problem definition and research design -- Part 2. Data collection: Chapter 4. Secondary sources of data -- Chapter 5. Focus groups, In-depth interviews and projective techniques -- Chapter 6. Surveys, observation and panels -- Chapter 11. Sample size determination -- Part 3. Data collection and acquisition -- Chapter 8. Questionaire -- Part 4. Data analysis and presentation -- Chapter 12. Data preparation and processing -- Chapter 13. Fundmental data analysis -- Chapter 14. multivariate data analysis -- Chapter 15. Communication of research findings, report writing and presentation.
Summary: A comprehensive text covering the theory and practice of marketing research in Ireland. It covers all the latest trends in marketing research including electronic sources of data, the Internet, simulated test marketing and software applications.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.83 DOM (Browse shelf(Opens below)) 1 Available 00210872
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.83 DOM (Browse shelf(Opens below)) 1 Available 116768
Short Loan TUS: Midlands, Main Library Athlone General Lending 658.83 DOM (Browse shelf(Opens below)) 1 Available 116770

Previous ed.: 1993.

Includes index.

Includes bibliographical references (p. [449]-462) and indexes.

Part1. Introduction to marketing research; Chapter 1. Marketing research introduced -- Chapter 2. The marketing research process -- Chapter 3. Problem definition and research design -- Part 2. Data collection: Chapter 4. Secondary sources of data -- Chapter 5. Focus groups, In-depth interviews and projective techniques -- Chapter 6. Surveys, observation and panels -- Chapter 11. Sample size determination -- Part 3. Data collection and acquisition -- Chapter 8. Questionaire -- Part 4. Data analysis and presentation -- Chapter 12. Data preparation and processing -- Chapter 13. Fundmental data analysis -- Chapter 14. multivariate data analysis -- Chapter 15. Communication of research findings, report writing and presentation.

A comprehensive text covering the theory and practice of marketing research in Ireland. It covers all the latest trends in marketing research including electronic sources of data, the Internet, simulated test marketing and software applications.

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