Doing Research Projects In Marketing Management And Consumer Research

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Doing Research Projects in Marketing, Management and Consumer Research

Chris Hackley
Doing Research Projects in Marketing Management and Consumer Research Book PDF

Author : Chris Hackley
Publisher : Routledge
Page : 377 pages
File Size : 51,5 Mb
Release : 2003-09-02
Category : Business & Economics
ISBN : 9781134491995

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Doing Research Projects in Marketing, Management and Consumer Research by Chris Hackley Pdf

As interpretive research perspectives become increasingly influential in the social sciences, so it becomes increasingly important for experienced researchers to familiarize themselves with the philosophical perspectives, data gathering techniques and analytical methods derived from interpretive research. Examining these interpretive traditions, this informative book illustrates how they can be applied to research projects for first-time researchers in the fields of management, marketing and consumer research. Topics covered include: choosing the topic gathering qualitative data for interpretation themes and concepts of interpretive research semiotics, marketing and consumer research. In offering practical examples drawn from existing studies and suggesting new topics for consideration, this book brings together major themes of interpretive research within a valuable practical guide. Suitable both for first time researchers and those with more experience, this is an ideal guide for anyone undertaking research in this area of study.

Doing Research Projects in Marketing, Management and Consumer Research

Christopher E. Hackley
Doing Research Projects in Marketing Management and Consumer Research Book PDF

Author : Christopher E. Hackley
Publisher : Psychology Press
Page : 210 pages
File Size : 47,8 Mb
Release : 2003
Category : Business & Economics
ISBN : 041526894X

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Doing Research Projects in Marketing, Management and Consumer Research by Christopher E. Hackley Pdf

Illustrates how interpretive approaches can be applied to research projects in the fields of management, marketing and consumer research within a practical guide to researching and writing a research project.

Doing Research Projects in Marketing, Management and Consumer Research

Chris Hackley
Doing Research Projects in Marketing Management and Consumer Research Book PDF

Author : Chris Hackley
Publisher : Routledge
Page : 221 pages
File Size : 49,9 Mb
Release : 2003-09-02
Category : Business & Economics
ISBN : 9781134492008

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Doing Research Projects in Marketing, Management and Consumer Research by Chris Hackley Pdf

As interpretive research perspectives become increasingly influential in the social sciences, so it becomes increasingly important for experienced researchers to familiarize themselves with the philosophical perspectives, data gathering techniques and analytical methods derived from interpretive research. Examining these interpretive traditions, this informative book illustrates how they can be applied to research projects for first-time researchers in the fields of management, marketing and consumer research. Topics covered include: choosing the topic gathering qualitative data for interpretation themes and concepts of interpretive research semiotics, marketing and consumer research. In offering practical examples drawn from existing studies and suggesting new topics for consideration, this book brings together major themes of interpretive research within a valuable practical guide. Suitable both for first time researchers and those with more experience, this is an ideal guide for anyone undertaking research in this area of study.

Qualitative Consumer and Marketing Research

Russell Belk,Eileen Fischer,Robert V Kozinets
Qualitative Consumer and Marketing Research Book PDF

Author : Russell Belk,Eileen Fischer,Robert V Kozinets
Publisher : SAGE
Page : 244 pages
File Size : 48,6 Mb
Release : 2012-12-14
Category : Business & Economics
ISBN : 9781446290392

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Qualitative Consumer and Marketing Research by Russell Belk,Eileen Fischer,Robert V Kozinets Pdf

How is qualitative marketing and consumer research conducted today? - What is rigorous research in this field? - What are the new, cutting edge techniques? Written for students, scholars, and marketing research practitioners, this book takes readers through the basics to an advanced understanding of the latest developments in qualitative marketing and consumer research. The book offers readers a practical guide to planning, conducting, analyzing, and presenting research using both time-tested and new methods, skills and technologies. With hands-on exercises that researchers can practice and apply, the book leads readers step-by-step through developing qualitative researching skills, using illustrations drawn from the best of recent and classic research. Whatever your background, this book will help you become a better researcher and help your research come alive for others.

Qualitative Research in Marketing and Management

Chris Hackley
Qualitative Research in Marketing and Management Book PDF

Author : Chris Hackley
Publisher : Routledge
Page : 228 pages
File Size : 53,9 Mb
Release : 2019-12-09
Category : Business & Economics
ISBN : 9780429822797

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Qualitative Research in Marketing and Management by Chris Hackley Pdf

This is a practical and accessible, yet sophisticated introduction to interpretive methods for doing qualitative research projects and dissertations. Bringing together concepts of qualitative research from ethnography, phenomenology, critical discourse analysis, semiotics, literary analysis, postmodernism and poststructuralism this textbook offers an accessible and comprehensive introduction to the subject. Utilising a uniquely pragmatic approach, it bridges the gap between advanced, specialised books on research traditions with more general introductory business research books. This new edition has been fully updated to include new examples, explorations of the field, and an improved pedagogy with better exposition of key issues and concepts, as well as more schematics and diagrams to aid understanding. The first half of the book considers the practicalities of research and writing a research project, including the craft of academic writing, the critical literature review, the role of the independent research project as part of university courses, suggested projected structures, standards of academic scholarship, and the main techniques for gathering qualitative data. The book’s second half deals with abstract concepts and advanced theory by looking at key theoretical traditions that guide the interpretation of qualitative data. It is perfect for advanced undergraduate and postgraduate students of marketing, management, consumer behaviour and research methods. It will also be useful as a primer for practitioners in qualitative research.

Modern Marketing Research

Fred M.. Feinberg,Thomas C.. Kinnear,James Ronald Taylor
Modern Marketing Research Book PDF

Author : Fred M.. Feinberg,Thomas C.. Kinnear,James Ronald Taylor
Publisher : Thomson South-Western
Page : 689 pages
File Size : 55,7 Mb
Release : 2013
Category : Marketing
ISBN : 1133191029

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Modern Marketing Research by Fred M.. Feinberg,Thomas C.. Kinnear,James Ronald Taylor Pdf

Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition is a comprehensive introduction to the practice of marketing research. The book walks you through each step of the marketing research process, from project design and data collection to analyzing findings with statistical methods and preparing the final report. Making sense of complex marketing data, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give you an in-depth perspective of marketing research and its applications in the real world.

Leading Edge Marketing Research

Robert J. Kaden,Gerald Linda,Melvin Prince
Leading Edge Marketing Research Book PDF

Author : Robert J. Kaden,Gerald Linda,Melvin Prince
Publisher : SAGE Publications
Page : 505 pages
File Size : 48,6 Mb
Release : 2011-11-09
Category : Business & Economics
ISBN : 9781452240718

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Leading Edge Marketing Research by Robert J. Kaden,Gerald Linda,Melvin Prince Pdf

This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a supplementary text for students or as a guidebook for practitioners, this book showcases the excitement of a field where discoveries abound and researchers are valued for solving weighty problems and minimizing risks. The authors offer rich new tools to measure and analyze consumer attitudes, combined with existing databases, online bulletin boards, social media, neuroscience, radio frequency identification (RFID) tags, behavioral economics, and more. The reader will profit from the numerous contemporary case studies that demonstrate the key role of marketing research in corporate decision-making.

Brand Management

Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre
Brand Management Book PDF

Author : Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre
Publisher : Routledge
Page : 286 pages
File Size : 47,7 Mb
Release : 2008-12-19
Category : Business & Economics
ISBN : 9781134068296

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Brand Management by Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre Pdf

For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"

Handbook of Research on Global Fashion Management and Merchandising

Vecchi, Alessandra
Handbook of Research on Global Fashion Management and Merchandising Book PDF

Author : Vecchi, Alessandra
Publisher : IGI Global
Page : 862 pages
File Size : 48,8 Mb
Release : 2016-05-03
Category : Business & Economics
ISBN : 9781522501114

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Handbook of Research on Global Fashion Management and Merchandising by Vecchi, Alessandra Pdf

Innovation and novel leadership strategies have aided the successful growth of the fashion industry around the globe. However, as the dynamics of the industry are constantly changing, a deficit can emerge in the overall comprehension of industry strategies and practices. The Handbook of Research on Global Fashion Management and Merchandising explores the various facets of effective management procedures within the fashion industry. Featuring research on entrepreneurship, operations management, marketing, business modeling, and fashion technology, this publication is an extensive reference source for practitioners, academics, researchers, and students interested in the dynamics of the fashion industry.

Essentials of Marketing Research

William G. Zikmund
Essentials of Marketing Research Book PDF

Author : William G. Zikmund
Publisher : South Western Educational Publishing
Page : 484 pages
File Size : 41,8 Mb
Release : 2003
Category : Marketing research
ISBN : PSU:000057168197

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Essentials of Marketing Research by William G. Zikmund Pdf

In response to strong market feedback, Essentials of Marketing Research, 2e, was developed directly from the eight edition of William Zikmund's best-selling Exploring Marketing Research text. Designed specifically for instructors who prefer a more concise introduction to marketing research topics, Essentials of Marketing Research, 2e, reflects the astonishing changes in information technology that have taken place since the previous edition. While this edition continues to focus on the time honored, traditional marketing research methods, the addition of extensive coverage of Internet research is a major change in this edition. Internet issues are carefully placed throughout the text to combine basic marketing research concepts with the emerging Internet power to conduct effective marketing research.

Qualitative Marketing Research

Anonim
Qualitative Marketing Research Book PDF

Author : Anonim
Publisher : SAGE
Page : 260 pages
File Size : 43,6 Mb
Release : 2001-03-22
Category : Business & Economics
ISBN : 0761963669

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Qualitative Marketing Research by Anonim Pdf

As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.

Market Research In A Week

Judy Bartkowiak
Market Research In A Week Book PDF

Author : Judy Bartkowiak
Publisher : Teach Yourself
Page : 138 pages
File Size : 51,5 Mb
Release : 2012-06-08
Category : Business & Economics
ISBN : 9781444159660

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Market Research In A Week by Judy Bartkowiak Pdf

Market Research just got easier Every day in business we make decisions. To reduce the risk associated with making these decisions, it's essential to understand your consumer and your market, and this is why we conduct market research. Decisions are not taken in a vacuum; there are competitive products and services in your marketplace, which means that consumers can choose whether or not to buy your product. Some decisions are high risk such as launching a new product, changing the packaging of an existing product, making a price change, changing the creative direction or strategy of the advertising or selling into new markets. How will your consumers react to the decisions you make and how will your competitors respond? This book takes you through the market research process from initial problem identification through research design, consideration of alternative methodologies, briefing an agency, questionnaire design and approval, to managing the project, analysis and presentation of results. Whether you use an outside research agency or your own market research or consumer insight department, spending a week to understand the process will give you unique skills which will ensure that you get the research results you need that will address the marketing questions you have. Each of the seven chapters in Market Research In A Week covers a different aspect: - Sunday: Market research and project design - Monday: The research brief and research proposal - Tuesday: Qualitative market research - Wednesday: Quantitative market research - Thursday: Questionnaire and topic guide design - Friday: Research analysis - Saturday: Report writing and presentation skills

Qualitative Consumer and Marketing Research

Krittinee Nuttavuthisit
Qualitative Consumer and Marketing Research Book PDF

Author : Krittinee Nuttavuthisit
Publisher : Springer
Page : 315 pages
File Size : 47,8 Mb
Release : 2019-02-13
Category : Business & Economics
ISBN : 9789811361425

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Qualitative Consumer and Marketing Research by Krittinee Nuttavuthisit Pdf

This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies.

Fundamentals of Marketing Research

Scott M. Smith,Gerald S. Albaum
Fundamentals of Marketing Research Book PDF

Author : Scott M. Smith,Gerald S. Albaum
Publisher : SAGE
Page : 910 pages
File Size : 43,7 Mb
Release : 2005
Category : Business & Economics
ISBN : 0761988521

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Fundamentals of Marketing Research by Scott M. Smith,Gerald S. Albaum Pdf

Fundamentals of Marketing Research covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.

Essentials of Marketing Research

Kenneth E. Clow,Karen E. James
Essentials of Marketing Research Book PDF

Author : Kenneth E. Clow,Karen E. James
Publisher : SAGE
Page : 521 pages
File Size : 42,6 Mb
Release : 2013-01-09
Category : Business & Economics
ISBN : 9781412991308

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Essentials of Marketing Research by Kenneth E. Clow,Karen E. James Pdf

Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text. The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing.