p. cm.

Machine generated contents note: pt. 1 Research preparation -- 1.Introduction to marketing research -- Introduction -- Research for the company -- Social research -- Managing knowledge -- Ethics -- The structure of the MR sector -- A career in marketing research -- Chapter summary -- 2.Planning rese...

Contents note continued: Introduction -- Purposes of sampling -- Social classification -- Populations involved in social research -- The stages of sampling -- Sampling frames -- Sampling procedures -- Populations involved in online research -- Qualitative recruitment -- Sample size determination --...

Contents note continued: Spreadsheets and survey software -- Chapter summary -- pt. 3 Analysis and communication -- 9.Analysis -- Introduction -- Analysis of qualitative data -- Analysis of quantitative data -- Data storage -- Chapter summary -- 10.Reporting and presentation -- Introduction -- The p...

Contents note continued: Publication considerations in international research -- Chapter summary -- 13.Audience and advertising research -- Introduction -- Purposes of audience and advertising research -- Procedures for audience research -- Procedures for advertising research -- Publication consider...

Contents note continued: Common classification questions -- Checklist for sampling -- Checklist for online surveys -- Checklist of projective techniques -- Checklist for questionnaires -- Checklist for report-writing -- Checklist for presentations -- Five reflective research questions -- Example of...