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Bibliographic Record Display

• Title:Marketing research for non-profit, community and creative organizations : how to improve your product, find customers and effectively promote your message / Bonita Kolb.
  
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• Author/Creator:Kolb, Bonita M.
  
• Published/Created:Amsterdam ; Boston : Butterworth-Heinemann/Elsevier, ©2008.
  

• Holdings

  Holdings Record Display

  • Location:DAVID LAM LIBRARY stacksWhere is this?
    
  • Call Number: HF5415.2 .K595 2008
    
  • Number of Items:1
    
  • Status:Available
    

   
• Library of Congress Subjects:Marketing research.
  Nonprofit organizations--Marketing.
  Nonprofit organizations--Research--Methodology.
  
• Edition:1st ed.
  
• Description:x, 276 p. ; 25 cm.
  
• Notes:Includes bibliographical references and index.
  
• ISBN:9780750687607 (pbk.)
  0750687606 (pbk.)
  
• Contents:1. Marketing research and the mission-centred organization
  benefits of conducting marketing research
  Marketing myths
  Defining marketing and marketing research
  Relationship between data, information and knowledge
  Ethical and cultural considerations when conducting research
  2. marketing research process
  marketing research process
  3. Marketing research and cultural differences
  Defining culture
  Translation issues when researching across cultural boundaries
  Hofstede's dimensions of culture
  Ethical issues that need to be considered
  4. research question
  research question
  Internal research process
  research proposal
  research industry
  5. Conducting secondary research
  Using secondary data at the start of the research process
  Requirements of secondary data
  Uses of secondary research
  Sources of information
  Secondary marketing research process
  6. Finding participants
  Qualitative and quantitative sampling
  Qualitative sampling procedures
  Statistical sampling
  7. Conducting focus groups
  Focus group methodology
  Preparation of focus group methodology
  Choosing a moderator
  Handling group conflict
  8. Interviews
  Uses and rationale of interview research
  Types of interviews
  Preparing interview questions
  Recruiting and screening participants for interviews
  Interview logistics
  9. Projective and observational research
  Projective techniques
  Types of projective techniques
  Observational research
  Observation research process
  10. Planning survey research
  Survey research
  survey research process
  Writing questions and answers
  Questionnaire layout
  11. Conducting surveys
  Survey research methods
  Self-administered survey methods
  Researcher-administered survey methods
  Surveying process
  Motivating participation
  12. Analysing qualitative and quantitative data
  Unique aspects of analysing data
  Organizing qualitative data
  Coding transcribed material
  process of quantitative data analysis
  Hypothesis testing
  13. Written report and presentation
  After the research
  Structure of the written report
  Writing the report
  Oral presentation.