Dr Khoo Hong Meng holds a MSc in International Marketing, and a PhD in Relationship Marketing. She has consulted for the private education industry and taught in numerous executive education\nprograms in Singapore. Currently, she is a Senior Teaching Fellow at the Nanyang Business School, teaching Research Methods to both undergraduate business students, as well as conducting classes for the International Study & Visit Programme for Norway. Dr Khoo's regional marketing experiences, which include commercializing new products, testing marketing product prototypes, participating in clinical trials of medical devices, and registering new products for marketing in the Asia Pacific region, are testimonies to the various social research she has undertaken at an applied level.
Publisher
Gale Asia
Volume
Copyright
2012
ISBN13
9789814410274
Release
Format
eBook
Grade Level
College Freshman - College Senior
DDC
TBD
Features & Benefits
OPENING RESEARCH CASE SCENARIOS - To illustrate how marketing research should be designed to solve problems.
OPENING RESEARCH CASE SCENARIOS - To illustrate how marketing research should be designed to solve problems.
KEY QUESTIONS - To highlight the frequently encountered marketing problems.
KEY QUESTIONS - To highlight the frequently encountered marketing problems.
TABLES AND FIGURES - To demonstrate key ideas and concepts in a concise and easy-tofollow manner.
TABLES AND FIGURES - To demonstrate key ideas and concepts in a concise and easy-tofollow manner.
MARKETING RESEARCH ACTIVITIES - To guide readers in applying what they have learned to real-life situations.
MARKETING RESEARCH ACTIVITIES - To guide readers in applying what they have learned to real-life situations.
END-OF-CHAPTER REVIEW QUESTIONS - To emphasize the key ideas and concepts taught in each chapter.
END-OF-CHAPTER REVIEW QUESTIONS - To emphasize the key ideas and concepts taught in each chapter.
Acknowledgements.
Preface.
1. Introduction to Marketing Research.
2. Ethical Consideration in Marketing Research.
3. Getting Started with Marketing Research.
4. Designing a Marketing Research.
5. Exploratory Research Design.
6. Descriptive Research Design.
7. Causal Research Design.
8. Question and Scale Development.
9. Questionnaire Development.
10. Sampling Design.
11. Research Errors.
12. Fieldwork.
13. Qualitative Data Analysis.
14. Quantitative Data Analysis - Data Preparation.
15. Quantitative Data Analysis - Statistical Analysis.
