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- W364354029 abstract "1 Marketing research and the mission-centred organization: Introduction The benefits of conducting marketing research Marketing myths Defining marketing and marketing research Relationship between data, information and knowledge Ethical and cultural considerations when conducting research References 2 The marketing research process: Introduction The marketing research process References 3 Marketing research and cultural differences: Introduction Defining culture Translation issues when researching across cultural boundaries Hofstede's dimensions of culture Ethical issues that need to be considered References 4 The research question: Introduction The research question Internal research process The research proposal The research industry References 5 Conducting secondary research: Introduction Using secondary data at the start of the research process Requirements of secondary data Uses of secondary research Sources of information Secondary marketing research process References 6 Finding participants: Introduction Qualitative and quantitative sampling Qualitative sampling procedures Statistical sampling References 7 Conducting focus groups: Introduction Focus group methodology Preparation of focus group methodology Choosing a moderator Handling group conflict References 8 Interviews: Introduction Uses and rationale of interview research Types of interviews Preparing interview questions Recruiting and screening participants for interviews Interview logistics References 9 Projective and observational research Introduction Projective techniques Types of projective techniques Observational research Observation research process References 10 Planning survey research: Introduction Survey research The survey research process Writing questions and answers Questionnaire layout References 11 Conducting surveys Introduction Survey research methods Self-administered survey methods Researcher-administered survey methods Surveying process Motivating participation References 12 Analysing qualitative and quantitative data: Introduction Unique aspects of analysing data Organizing qualitative data Coding transcribed material The process of quantitative data analysis Hypothesis testing References 13 Written report and presentation: Introduction After the research Structure of the written report Writing the report Oral presentation References Index." @default.
- W364354029 created "2016-06-24" @default.
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- W364354029 date "2008-01-01" @default.
- W364354029 modified "2023-09-24" @default.
- W364354029 title "Marketing research for non-profit, community and creative organizations : how to improve your product, find customers and effectively promote your message" @default.
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