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Marketing Research in Ireland
Theory and Practice
By Christine Domegan and Declan Fleming
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Availability:
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In Stock
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Category(ies):
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Marketing
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List Price
€59.99
Our Price €59.99
Available
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Description
Over twenty new, extensive case studies, with teaching notes, capturing contemporary issues and topics
Extended coverage of secondary sources of data, online research, and qualitative data analysis
Refreshed examples, facts and figures representing both Irish and international best practices
Exercises, assignments, diagrams and illustrations to facilitate active student learning
Suitable for students on undergraduate, postgraduate and professional courses
Updated support material for lecturers including PowerPoint slides, and case study teaching notes, will be available at www.gillmacmillan.ie/lecturers
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Author Biography
Christine Domegan, Bcomm, MBS, PhD, lectures in Marketing Research at the National University of Ireland, Galway, and conducts research nationally and internationally. Declan Fleming, BComm, MBS, Programme Director and lecturer at the National University of Ireland, Galwary. He is completing a PhD at Manchester Business School, University of Manchester, UK.
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Table of Contents
Part 1 Introduction to Marketing Research
1. Marketing Research Introduced
2. The Marketing Research Process
3. Problem Definition & Research Design
Part 2 Data Collection Methods
4 Secondary Sources of Data
5. Focus Groups, In-depth Interviews and Projective
Techniques
6. Surveys, Observations and Panels
7. Experimentation
Part 3 Data Collection & Acquisition
8. Questionnaire Design & Field Work
9. Measurement Concepts and Attitude Scales
10. The Sampling Process
11. Sample Size Determination
Part 4 Data Analysis and Presentation
12. Data Preparation & Processing
13. Fundamental Data Analysis
14. Multivariate Data Analysis
15. Communication of Research Findings, Report Writing and Presentation
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Publication Details
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Format
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Paperback, 590 pages
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ISBN
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9780717142002
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Imprint
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Gill & Macmillan
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Language
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English
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Product Dimensions
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245 x 175
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Publication Date
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May 2007
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