Summary
Contents
Subject index
Essential to any student of the discipline, this innovative new book offers a uniquely comprehensive and applied approach to both understanding and designing market research. Sensitively balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is a vastly accessible, useful, and insightful text. Providing several real life case studies - from the large corporation, through to the small business or the nonprofit organization - Marketing Research is packed with useful learning features such as key terms, definitions, and discussion topics. Offering comprehensive support from a companion website, this book is an indispensable guide to the varied domains of market research.
Planning and Conducting Focus Groups
Planning and Conducting Focus Groups
Learning Objectives
- Introduce focus groups and their advantages and disadvantages
- Describe the steps in developing the focus group methodology
- Explain the personal characteristics and skills needed in a moderator
- Relate how group conflict can be minimized
- Explore alternative methods of conducting focus groups
Everything You Need to Know is on the World Wide Web: But Can You Understand it?
Students might not have thought much about pensions. However, their professors certainly will have! Employers often tell their employees that everything they need to know about pension plans is available online. Researchers from the University of Edinburgh and Herriot Watt University decided to conduct research to see if these pension information websites were meeting the needs of those seeking ...
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