20.500.12556/DKUM-92410 Raziskave v marketingu Marketing Research Monografija celovito predstavlja faze raziskovalnega procesa v marketingu, od opredelitve problemov do zbiranja, analize podatkov in oblikovanja poročil. Razlaga metode, kot so strukturirane in nestrukturirane tehnike spraševanja, opazovanja, panelne raziskave in druge metode. Poudarjena je kakovost raziskovalnega procesa, ki zahteva usklajeno sodelovanje med managementom in marketinškimi raziskovalci. Obravnavano je tudi vzorčenje, kjer raziskovalci uravnavajo natančnost podatkov. Monografija se osredotoča tudi na metode zbiranja podatkov, ključne za razumevanje ustreznega raziskovanja vedenja odjemalcev in delovanja trgov. Poudarjeni sta ustrezna interpretacija podatkov za učinkovito odločanje in zaključna faza raziskovalnega procesa, ki vsebuje pripravo poročila in implementacijo rezultatov raziskave. Monografija ponuja smernice za preprečevanje napak in omogoča uvajanje relevantnega pristop k raziskavam v marketingu. The monograph thoroughly outlines the phases of the marketing research process, ranging from problem identification to data collection, analysis, and report design. It details various methods, including structured and unstructured surveys, observation techniques, panel research, and others. The importance of maintaining high-quality research is emphasized, which necessitates coordinated collaboration between management and marketing researchers. The text also discusses sampling, highlighting how researchers must balance data accuracy with cost-effectiveness. It distinguishes between primary and secondary data. Moreover, the monograph focuses on data collection methods essential for understanding consumer behavior and market dynamics. Additionally it emphasizes relevant interpretation of data taht is crucial for effective decision-making, and the final phase of the research process which includes preparing reports and implementing findings. It provides guidelines for preventing errors and advocates for a relevant approach to marketing research. primarni in sekundarni podatki oblikovanje vzorca spraševanje opazovanje analiza podatkov priprava raziskovalnega projekta primary and secondary data sample design survey observation data analysis research project plan true false true Univerza v Mariboru, Univerzitetna založba Slovenski jezik Angleški jezik Neznano 2025-04-07 09:21:37 2025-04-07 09:21:37 2025-04-08 03:09:59 0000-00-00 00:00:00 2025 0 Maribor 2025 Maribor 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 978-961-286-968-7 339.138(075.8)(0.034.2) 231556611 10.18690/um.epf.1.2025 https://press.um.si/index.php/ump/catalog/book/955 1 f1e60318-1380-11f0-9c98-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=190036 RAZ_Irsic_Matjaz_2025.pdf RAZ_Irsic_Matjaz_2025.pdf 1 2BC12D731DDDD7C37D00C69A37C682D7 36ff3fde8707063812e33a03f2c5432181067c4650fe047cea54303d4c2806ed 6d32c034-1381-11f0-9c98-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=190037 Ekonomsko-poslovna fakulteta Univerzitetna založba Univerze v Mariboru 0 0 0