This reference describes measures used in consumer behavior and market research. Each scale includes: the construct, description, development, samples, validity, scores, source, references and other items. This book includes personality scales and other questionnaires that could be useful for management, psychology, education, or HR.
The Encyclopedia of Survey Research Methods (ESRM) provides detailed information about each of the many methods that survey methodologists and survey statisticians deploy to conduct reliable and valid surveys.
Text offers info on selecting a topic; writing the research proposal; ethical issues;
ensuring research quality; case studies; grounded theory; ethnography; discourse and critical discourse analysis; phenomenology; historical research; action research; sampling, interviews; focus groups; observation; analyzing & interpreting data; writing the report; mixed methods research: and more.
This book focuses on mobile technology in market research. Readers will learn: Purposes of: brand tracking, ad testing, and customer satisfaction, How mobile devices are used for qualitative and quantitative research, Aspects and implications of mobile computer interviews, mobile phone interviews, mixed-mode research, international mobile research, and research using passive data, as well as market research ethics.
This book focuses on survey theory and applications. Formal rigour and simple language, together with real-life examples, make the book suitable to practitioners in applied research and academics in the survey field.
The book discusses research methods in social marketing. Each chapter includes a discussion of research methods, a list of internet resources, and three readings. Most chapters also feature a short case study demonstrating how the methods are used.
Find More Books @EMU Library
The library owns many books on how to conduct market research. Many of them can be found on the third floor of the library under call numbers starting with HF 5415.2
Or search the EMU Library Catalog for the Subjects: