Marketing research
Type
Book
Authors
ISBN 13
9786210450361
Category
Filipiniana-Circ.
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Publication Year
2024
Publisher
Rex , Philippines
Pages
xi, 259 p.: ill.
Subject
1. Marketing research. 2. Marketing research--textbook. 3. Marketing research--Study and teaching.
Abstract
This marketing research textbook aims to be an introductory text to the field of marketing research. It is designed to provide a
basic understanding of research methodology and how it adapted to the ever-growing field of marketing. The textbook aims
to enable every learner to choose, design, or apply appropriate research methodology to marketing studies and research. The
textbook aims to introduce learners to the concept of marketing research and its practical uses, such as research design, qualitative
and quantitative research, data gathering and analysis, and how they may be used in writing a marketing research paper.
In addition, the textbook discusses contemporary issues and trends in marketing research. The material is developed based on CMO
17, Series 2017. The lessons are staged using real-world, industry-specific contexts and relevant themes appropriate to learners' level of
development and needs. To ensure holistic development of learners, values formation and socio-emotional learning are infused in the
lesson wherever appropriate. In addition, lessons are developed using instructional methods that are learner-centered and most
appropriate for learning specific content. Sufficient provisions for skill acquisition, mastery, and transfer are provided in the lessons.
Suggested instructional scaffolds and interventions, enrichment, and remediations are included in the material.
Additional content to support and reinforce knowledge and skills acquisitions are delivered through various digital resources accessible through QR codes, which are placed in hotspots and Rex learning platforms.
Dr. Baniline Jone V. Abantao
basic understanding of research methodology and how it adapted to the ever-growing field of marketing. The textbook aims
to enable every learner to choose, design, or apply appropriate research methodology to marketing studies and research. The
textbook aims to introduce learners to the concept of marketing research and its practical uses, such as research design, qualitative
and quantitative research, data gathering and analysis, and how they may be used in writing a marketing research paper.
In addition, the textbook discusses contemporary issues and trends in marketing research. The material is developed based on CMO
17, Series 2017. The lessons are staged using real-world, industry-specific contexts and relevant themes appropriate to learners' level of
development and needs. To ensure holistic development of learners, values formation and socio-emotional learning are infused in the
lesson wherever appropriate. In addition, lessons are developed using instructional methods that are learner-centered and most
appropriate for learning specific content. Sufficient provisions for skill acquisition, mastery, and transfer are provided in the lessons.
Suggested instructional scaffolds and interventions, enrichment, and remediations are included in the material.
Additional content to support and reinforce knowledge and skills acquisitions are delivered through various digital resources accessible through QR codes, which are placed in hotspots and Rex learning platforms.
Dr. Baniline Jone V. Abantao
Description
Contents:
CHAPTER 1: INTRODUCTION TO MARKETING RESEARCH
Lesson 1: Role of marketing research
Lesson 2: Research design and proposal
Lesson 3: Ethical issues in marketing research
Lesson 4: Qualitative research
CHAPTER 2: QUANTITATIVE RESEARCH
Lesson 5: Qualitative research methods
Lesson 6: Data gathering tools and techniques
Lesson 7: Data collection
Lesson 8: Hypothesis testing
CHAPTER 3: PRELIMINARY DATA PROCESSING AND DATA ANALYSIS
Lesson 9: Preliminary data processing and data analysis
Lesson 10: Data analysis (descriptive)
Lesson 11: Data analysis (inferential)
Lesson 12: Presentation of data
CHAPTER 4: MARKETING RESEARCH REPORT
Lesson 13: The research report
Lesson 14: Applications of marketing research
Lesson 15: Global marketing research
Lesson 16: Trends in marketing research
CHAPTER 1: INTRODUCTION TO MARKETING RESEARCH
Lesson 1: Role of marketing research
Lesson 2: Research design and proposal
Lesson 3: Ethical issues in marketing research
Lesson 4: Qualitative research
CHAPTER 2: QUANTITATIVE RESEARCH
Lesson 5: Qualitative research methods
Lesson 6: Data gathering tools and techniques
Lesson 7: Data collection
Lesson 8: Hypothesis testing
CHAPTER 3: PRELIMINARY DATA PROCESSING AND DATA ANALYSIS
Lesson 9: Preliminary data processing and data analysis
Lesson 10: Data analysis (descriptive)
Lesson 11: Data analysis (inferential)
Lesson 12: Presentation of data
CHAPTER 4: MARKETING RESEARCH REPORT
Lesson 13: The research report
Lesson 14: Applications of marketing research
Lesson 15: Global marketing research
Lesson 16: Trends in marketing research
Biblio Notes
Notes:
Includes bibliographical references and index.
Includes bibliographical references and index.
Number of Copies
3
