Outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.
Outlines the key principles and skills involved at each step of the marketing research process, providing readers with targeted, practical solutions to a range of issues and equipping them with the tools they need to overcome the common pitfalls of designing research projects.
Riccardo is a Member of the Chartered Institute of Marketing (MCIM) and a Fellow of the Higher Education Academy (HEA). He has over twenty years of experience gained across multiple sectors and in marketing, sales and commercial roles for international organisations, leading and managing teams of professionals. In 2008, he founded Managing Expectations to provide a vehicle for market research, consulting and training. At the same time, he has been involved in teaching and supervising undergraduate and post-graduate students on a number of subjects including marketing and business research. He conducted and commissioned several research projects in fields as far apart as beverages and professional services, including presenting findings on qualitative and quantitative investigations into the cruise industry in the UK and luxury retailing in China. Riccardo is passionate about ethical and sustainable marketing, and believes in helping organisations create value for the economy, society and the environment.
Inhaltsangabe
Part I: Setting Up Marketing Research Chapter 1: (Introduction) Adding Value with Marketing Research Chapter 2: Identifying Marketing-Related (Business) Islsues Chapter 3: Secondary Research: Facts and Theory Part II: Planning Marketing Research Chapter 4: Conceptualising Research: From Secondary to Primary Research Chapter 5: Marketing Research Designs Chapter 6: Sampling Part III: Qualitative Research in Marketing Chapter 7: Qualitative Research Methods: Elements of a Good Design Chapter 8: Determining a Robust Qualitative Research Approach: Reviewing the Methodological and Data Gathering Options Chapter 9: The Merits of Mixed Design Research Methodology: Illustration Through Action Research and Case Studies Chapter 10: From Theory to Practice: Illustrating the Qualitative Research Process Part IV: Quantitative Research in Marketing Chapter 11: Hypothesis Building and Testing Chapter 12: Quantitative Research Methodology Chapter 13: Questionnaire Design and Data Preparation for Analysis Chapter 14: Data Analysis Using Descriptive and Inferential Statistics Part V: Reporting Marketing Research Chapter 15: Discussing Findings, Drawing Recommendations & Conclusions: Writing the Research Report
Part I: Setting Up Marketing Research Chapter 1: (Introduction) Adding Value with Marketing Research Chapter 2: Identifying Marketing-Related (Business) Islsues Chapter 3: Secondary Research: Facts and Theory Part II: Planning Marketing Research Chapter 4: Conceptualising Research: From Secondary to Primary Research Chapter 5: Marketing Research Designs Chapter 6: Sampling Part III: Qualitative Research in Marketing Chapter 7: Qualitative Research Methods: Elements of a Good Design Chapter 8: Determining a Robust Qualitative Research Approach: Reviewing the Methodological and Data Gathering Options Chapter 9: The Merits of Mixed Design Research Methodology: Illustration Through Action Research and Case Studies Chapter 10: From Theory to Practice: Illustrating the Qualitative Research Process Part IV: Quantitative Research in Marketing Chapter 11: Hypothesis Building and Testing Chapter 12: Quantitative Research Methodology Chapter 13: Questionnaire Design and Data Preparation for Analysis Chapter 14: Data Analysis Using Descriptive and Inferential Statistics Part V: Reporting Marketing Research Chapter 15: Discussing Findings, Drawing Recommendations & Conclusions: Writing the Research Report
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