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Marketing Research
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Table of Contents

Marketing Research
PART 1: Setting the scene
Chapter 1: Introduction to marketing research
Chapter 2: Types of market research projects
Chapter 3: Designing a research project and writing a proposal
PART 2: Exploring the issues
Chapter 4: Secondary data
Chapter 5: Focus groups
Chapter 6: Depth interviews
PART 3: Designing and conducting surveys
Chapter 7: Survey data collection methods
Chapter 8: Sampling
Chapter 9: Measurement and scaling
Chapter 10: An introduction to questionnaire design
Chapter 11: Question structure, pre-coding and pre-testing
Chapter 12: Planning and managing fieldwork
PART 4: Analysing and reporting
Chapter 13: Preparing survey data for analysis
Chapter 14: Understanding and analysing statistical data
Chapter 15: Reporting research
PART 5: Ethics
Chapter 16: Ethical issues in market research
Glossary
Index

About the Author

John Boyce is a part-time teacher at Ultimo TAFE, Sydney. He teaches various marketing subjects including marketing research, research methodology, marketing fundamentals, sales management and marketing management. John has also been involved in curriculum writing and has also written a course for OTEN. John runs his own marketing research consultancy, undertaking marketing research contracts for small to medium-sized businesses. He has also worked as a marketer and market researcher within various organisations.

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