Marketing research : (Record no. 5395)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 07381cam a22002294a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780195676969 (pbk.) |
| Terms of availability | TZs.18000/- |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0195676963 (pbk.) |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MUL |
| Language of cataloging | eng |
| Description conventions | AACR |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 EAS |
| 100 1# - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Easwaran, Sunanda. |
| 245 10 - TITLE STATEMENT | |
| Title | Marketing research : |
| Sub Title | concepts, practices, and cases / |
| Statement of responsibility, etc | Sunanda Easwaran and Sharmila J. Singh. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Oxford ; |
| -- | New York : |
| Name of publisher | Oxford University Press, |
| Year of publication | c2006. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | x, 605 p. : |
| Other physical details | ill. ; |
| Dimensions | 24 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes bibliographical references and index. |
| 505 ## - Formatted Contents | |
| Formatted contents note | Preface v <br/>Acknowledgements viii <br/> Part One Introduction to Marketing Research<br/> <br/> Nature and Scope of Marketing Research<br/> <br/> Introduction<br/> 3 (1)<br/> Marketing Research<br/> 4 (4)<br/> Marketing Decision-making<br/> 8 (2)<br/> Scope of Marketing Research<br/> 10 (16)<br/> Case Studies<br/> 19 (7)<br/> The Role of Research in Marketing<br/> <br/> Introduction<br/> 26 (1)<br/> Problem-solving Vs Opportunity Definition Research<br/> 27 (4)<br/> Quality of Research<br/> 31 (3)<br/> The Decision-making Perspective<br/> 34 (12)<br/> Case Study<br/> 43 (3)<br/> Practical Tips for Researchers<br/> <br/> Introduction<br/> 46 (1)<br/> Manager--Researcher Dialogue<br/> 47 (3)<br/> Defining the Boundaries of Marketing Research<br/> 50 (2)<br/> Marketing Intelligence and Marketing Research<br/> 52 (1)<br/> Actionable Research<br/> 53 (6)<br/> Part Two Planning for Marketing Research<br/> <br/> Stages in Planning Marketing Research<br/> <br/> Introduction<br/> 59 (1)<br/> The Marketing Research Brief<br/> 59 (2)<br/> Defining the Marketing Research Problem<br/> 61 (2)<br/> Hypotheses Generation<br/> 63 (3)<br/> The Marketing Research Proposal<br/> 66 (2)<br/> The Sample<br/> 68 (5)<br/> Types of Research<br/> <br/> Introduction<br/> 73 (1)<br/> Research Approaches<br/> 74 (8)<br/> Research Approaches for Marketing Decision Stages<br/> 82 (9)<br/> Types and Sources of Data<br/> <br/> Introduction<br/> 91 (1)<br/> Classification of Data<br/> 91 (2)<br/> Methods of Data Collection<br/> 93 (4)<br/> Errors in Data Collection<br/> 97 (13)<br/> Annexure 6.1<br/> 108 (2)<br/> Experimentation<br/> <br/> Introduction<br/> 110 (1)<br/> Causality<br/> 111 (1)<br/> Experiments in Marketing Research<br/> 112 (1)<br/> Validity in Experiments<br/> 113 (2)<br/> Types of Experimental Designs<br/> 115 (11)<br/> The Limitations of Experiments<br/> 126 (4)<br/> Interview Techniques<br/> <br/> Introduction<br/> 130 (1)<br/> The Choice of Respondents<br/> 131 (1)<br/> Survey Techniques<br/> 132 (6)<br/> The Appropriate Interview Method<br/> 138 (9)<br/> Sampling<br/> <br/> Introduction<br/> 147 (1)<br/> Sampling<br/> 148 (6)<br/> Sampling Techniques<br/> 154 (1)<br/> Probability Sampling Techniques<br/> 155 (5)<br/> Non-probability Sampling<br/> 160 (1)<br/> Determining the Sample Size<br/> 161 (10)<br/> Designing Questionnaires and Interview Guides<br/> <br/> Introduction<br/> 171 (1)<br/> Designing a Questionnaire<br/> 172 (4)<br/> Errors in Questionnaire Design and the Flow Chart<br/> 176 (6)<br/> Questionnaires for Telephone and Internet Surveys<br/> 182 (1)<br/> Projective Techniques and Interview Guides<br/> 183 (2)<br/> Reproduction of the Questionnaire<br/> 185 (6)<br/> Building Attitude Exploration into Questionnaires<br/> <br/> Introduction<br/> 191 (1)<br/> Measurement of Data<br/> 192 (5)<br/> Types of Attitude Scales<br/> 197 (17)<br/> Reliability and Validity of Scales<br/> 214 (4)<br/> Considerations in Scale Construction<br/> 218 (7)<br/> Case Studies<br/> 225 (14)<br/> Part Three Implementing Research: Quantitative Surveys<br/> <br/> Fieldwork, Data Editing, Tabulation, and the Basic Concepts of Analysis<br/> <br/> Introduction<br/> 239 (1)<br/> Fieldwork<br/> 239 (6)<br/> Coding and Editing of Data<br/> 245 (4)<br/> Tabulation of Data<br/> 249 (4)<br/> Preliminary Analysis of Data<br/> 253 (9)<br/> Other Measures of Association<br/> 262 (12)<br/> SPSS Commands<br/> 274 (17)<br/> Specific Techniques for Analysis of Data<br/> <br/> Introduction<br/> 291 (1)<br/> Parametric and Non-parametric Tests<br/> 292 (1)<br/> Parametric Tests<br/> 293 (7)<br/> Non-parametric Tests<br/> 300 (14)<br/> Computer Based Techniques of Data Analysis<br/> <br/> Introduction<br/> 314 (1)<br/> Reduction and Grouping of Data<br/> 314 (2)<br/> Discriminant Analysis<br/> 316 (9)<br/> Factor Analysis<br/> 325 (6)<br/> Cluster Analysis<br/> 331 (15)<br/> Multidimensional Scaling<br/> 346 (14)<br/> Conjoint Analysis<br/> 360 (9)<br/> The Influence of Data Analysis on Research Design<br/> 369 (46)<br/> Case Studies<br/> 376 (10)<br/> Annexure 14.1<br/> 386 (4)<br/> Annexure 14.2<br/> 390 (9)<br/> Annexure 14.3<br/> 399 (11)<br/> Annexure 14.4<br/> 410 (5)<br/> Part Four Qualitative Research and its Implementation<br/> <br/> Qualitative Research<br/> <br/> Introduction<br/> 415 (1)<br/> Qualitative Research<br/> 416 (10)<br/> Skills Required in a Qualitative Researcher<br/> 426 (2)<br/> Client--Researcher Relationship<br/> 428 (1)<br/> Forte of Qualitative Research<br/> 429 (1)<br/> Qualitative Research vs Quantitative research<br/> 429 (2)<br/> Relationship between Qualitative and Quantitative Research<br/> 431 (3)<br/> Strengths and Limitations of Qualitative Research<br/> 434 (3)<br/> Commencement of the Qualitative Research Study<br/> 437 (26)<br/> Case Study<br/> 447 (5)<br/> Annexure 15.1<br/> 452 (3)<br/> Annexure 15.2<br/> 455 (4)<br/> Annexure 15.3<br/> 459 (4)<br/> Qualitative Research Methodology<br/> <br/> Introduction<br/> 463 (1)<br/> Methodological Frameworks of Qualitative Research<br/> 464 (1)<br/> Focus Group Discussions<br/> 464 (2)<br/> Organization in Focus Group Discussions<br/> 466 (6)<br/> In-depth Interview<br/> 472 (1)<br/> Flow of Communication in In-depth Interviews<br/> 473 (4)<br/> Variations in Qualitative Research Methodology<br/> 477 (1)<br/> Role Demeanour and Skills of a Moderator<br/> 478 (1)<br/> Guidelines for Effective Moderation<br/> 479 (7)<br/> Moderation of Focus Group Discussions<br/> 486 (1)<br/> Projective Techniques<br/> 487 (1)<br/> Types of Projective Techniques<br/> 488 (3)<br/> Specific Projective Techniques<br/> 491 (4)<br/> The Innovative Methodologies of Qualitative Research<br/> 495 (16)<br/> Case Study<br/> 505 (6)<br/> Analysis and Interpretation of Qualitative Research Data<br/> <br/> Introduction<br/> 511 (1)<br/> Qualitative Research Analysis<br/> 512 (6)<br/> Process of Qualitative Research Analysis<br/> 518 (1)<br/> Content Analysis of the Transscripts and Video Tapes<br/> 519 (5)<br/> Analysis Approach for Qualitative Research<br/> 524 (3)<br/> Customized Analysis of Qualitative Data<br/> 527 (6)<br/> Data Interpretation in Qualitative<br/> 533 (3)<br/> Research Analysis Presentation of Qualitative Analysis Findings<br/> 536 (3)<br/> Analysis and Interpretation<br/> 539 (10)<br/> Case Study<br/> 542 (7)<br/> Part Five Getting Meaning Out of Data and its Application<br/> <br/> Report Writing and Presentation<br/> <br/> Introduction<br/> 549 (1)<br/> A Marketing Research Report<br/> 549 (8)<br/> Presentation of a Marketing Research Report<br/> 557 (1)<br/> Ethical Issues in Marketing Research Report Writing<br/> 558 (4)<br/> Interpretation of Marketing Research Reports<br/> <br/> Introduction<br/> 562 (1)<br/> The Marketing Research Report<br/> 562 (4)<br/> Using Marketing Research<br/> 566 (6)<br/> Applications of Marketing Research<br/> <br/> Introduction<br/> 572 (1)<br/> Marketing Research for Specific Market Situations<br/> 573 (6)<br/> Marketing Research During Various Product Life Cycle Stages<br/> 579 (4)<br/> Market Research Models for Effective Marketing Mix<br/> 583 (3)<br/> Other Applications of Marketing Research<br/> 586 (1)<br/> Marketing Research and Brand Positioning<br/> 587 (4)<br/> Research for Market Segmentation<br/> 591 (1)<br/> Research for Market Forecasting<br/> 592 (3)<br/> Research for Developing and Evaluating Marketing Strategies<br/> 595 (7)<br/>Index 602 |
| 546 ## - LANGUAGE NOTE | |
| Language note | eng |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing research. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing research |
| Form subdivision | Case studies. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Qualitative research methodology |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Singh, Sharmila J. |
| 942 ## - ADDED ENTRY ELEMENTS | |
| Item type | Book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Source of acquisition | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 04/01/2011 | Kirogwe GS | 658.8 EAS | 0067817 | 1 | 12/01/2022 | Book | ||||
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 04/01/2011 | Kirogwe GS | 658.8 EAS | 0067818 | 2 | 12/01/2022 | Book | ||||
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 04/01/2011 | Kirogwe GS | 658.8 EAS | 0067819 | 3 | 12/01/2022 | Book |