MTU Cork Library Catalogue

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

By: Domegan, Christine.
Contributor(s): Fleming, Declan.
Material type: materialTypeLabelBookPublisher: Dublin : Gill & MacMillan, 1999Description: vii, 471 p. ; 25 cm.ISBN: 0717126676.Subject(s): Marketing research -- IrelandDDC classification: 658.839417
Contents:
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.
Holdings
Item 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
Total holds: 0

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.

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