Marketing research : approaches, methods and applications in Europe. / Ray Kent
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Contents: Client-based market research -- Academic research in marketing -- Accessing secondary data -- Constructing qualitative data -- Constructing quantitative data: structuring data and measuring variables -- Constructing Quantitative data: developing the instruments of data capture -- Constructing quantitative data: selecting methods -- Constructing quantitative Data: selecting cases -- Mixed research designs -- Analyzing qualitative data -- Analyzing quantitative data: essential descriptive summaries of single variables -- Analyzing relationships between two variables -- Making statistical inferences -- Multivariate analysis -- Alternative methods of data analysis -- Commercial Proprietary Techniques -- Cross-national research -- Communicating the results.
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