Marketing research in Ireland : theory and practice / Christine Domegan and Declan Fleming.
By: Domegan, Christine.
Contributor(s): Fleming, Declan.
Material type: BookPublisher: Dublin : Gill & MacMillan, 1999Description: vii, 471 p. ; 25 cm.ISBN: 0717126676.Subject(s): Marketing research -- IrelandDDC classification: 658.839417Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|---|---|
General Lending | MTU Bishopstown Library Lending | 658.839417 (Browse shelf(Opens below)) | 1 | Available | 00070951 | ||
General Lending | MTU Bishopstown Library Lending | 658.839417 (Browse shelf(Opens below)) | 1 | Available | 00070952 | ||
General Lending | MTU Bishopstown Library Lending | 658.839417 (Browse shelf(Opens below)) | 1 | Available | 00070953 | ||
General Lending | MTU Bishopstown Library Lending | 658.839417 (Browse shelf(Opens below)) | 1 | Available | 00070950 |
Includes bibliographical references (pages 449-462) and index.
Part 1: Introduction to marketing research -- Marketing research introduced -- The marketing research process -- Problem definition and research design -- Part 2: Data collection methods -- Secondary sources of data -- Focus groups, in-depth interviews and projective techniques -- Surveys, observation and panels -- Experimentation -- Part 3: Data collection and acquisition -- Questionnaire design and field work -- Measurement concepts and attitude scales -- The sampling process -- Sample size determination -- Part 4: Data analysis and presentation -- Data preparation and processing -- Fundamental data analysis -- Multivariate data analysis -- Communication of research findings, report writing and presentation.