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Author : Anonim
Publisher : Unknown
Page : 896 pages
File Size : 50,5 Mb
Release : 2009
Category : Marketing
ISBN : NWU:35556039062146
Author : Christian Homburg,Martin Klarmann,Arnd Vomberg
Publisher : Springer
Page : 0 pages
File Size : 45,5 Mb
Release : 2021-12-03
Category : Business & Economics
ISBN : 3319574116
In this handbook, internationally renowned scholars outline the current state-of-the-art of quantitative and qualitative market research. They discuss focal approaches to market research and guide students and practitioners in their real-life applications. Aspects covered include topics on data-related issues, methods, and applications. Data-related topics comprise chapters on experimental design, survey research methods, international market research, panel data fusion, and endogeneity. Method-oriented chapters look at a wide variety of data analysis methods relevant for market research, including chapters on regression, structural equation modeling (SEM), conjoint analysis, and text analysis. Application chapters focus on specific topics relevant for market research such as customer satisfaction, customer retention modeling, return on marketing, and return on price promotions. Each chapter is written by an expert in the field. The presentation of the material seeks to improve the intuitive and technical understanding of the methods covered.
Author : Thomas C. Kinnear
Publisher : American Marketing Association
Page : 188 pages
File Size : 41,9 Mb
Release : 1984-05
Category : Business & Economics
ISBN : PSU:000007491757
Author : Scott M. Smith,Gerald S. Albaum
Publisher : SAGE
Page : 910 pages
File Size : 54,8 Mb
Release : 2005
Category : Business & Economics
ISBN : 0761988521
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.
Author : Daniel Nunan,Naresh K. Malhotra,David F. Birks
Publisher : Pearson UK
Page : 1658 pages
File Size : 52,8 Mb
Release : 2020
Category : Electronic books
ISBN : 9781292308760
"Working as a marketing researcher remains an intellectually stimulating, creative and rewarding career. Marketing research is a huge and growing industry at the forefront of innovation in many sectors of the economy. However, few industries can have been presented with as many challenges and opportunities as those faced by marketing research due to the growing amounts of data generated by modern technology. Founded upon the enormously successful US edition, and building upon the previous five European editions, the sixth edition of this book seeks to maintain its position as the leading marketing research text, focused on the key challenges facing marketing research in a European context. As with previous editions, this aims to be comprehensive, authoritative and applied. As a result, the book covers all the topics in previous editions while including updates that reflect the changes and challenges that have impacted the marketing research sector since the fifth edition was published. This includes the ever shifting impact of new technologies, the growth of 'insight' and the shifting role of research ethics, for example, through considering the impact of GDPR. This edition has been significantly updated, with new content, updated cases studies and a major focus on the issues and methods generated by new technologies"--
Author : Steve D'Alessandro,Ben Lowe,Hume Winzar,William Zikmund,Barry J. Babin
Publisher : Cengage AU
Page : 632 pages
File Size : 43,8 Mb
Release : 2017-01-01
Category : Marketing research
ISBN : 9780170369824
Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research.Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text.Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition of Marketing Research continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results, to strengthen its 'learning by doing' approach. For analysing data, the text covers both SPSS and EXCEL outputs. This text is indispensable for students studying marketing research in any business or marketing course.
Author : S. Tamer Cavusgil,John Riesenberger
Publisher : Business Expert Press
Page : 120 pages
File Size : 41,8 Mb
Release : 2009-03-01
Category : Business & Economics
ISBN : 1606490265
This practical guide leads you through all the issues you will face in developing new marketing opportunities in foreign markets. From initiating a project, to sampling and analyzing data, to taking advantage of your knowledge by approaching the market; this book is your guide to understanding and overcoming the most pressing issues that international marketers face.
Author : Anonim
Publisher : Unknown
Page : 0 pages
File Size : 41,6 Mb
Release : 2011
Category : Advertising
ISBN : OCLC:1289515693
Author : Marko Sarstedt,Erik Mooi
Publisher : Springer
Page : 347 pages
File Size : 48,8 Mb
Release : 2014-08-07
Category : Business & Economics
ISBN : 3642539645
This accessible, practice-oriented and compact text provides a hands-on introduction to market research. Using the market research process as a framework, it explains how to collect and describe data and presents the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis and cluster analysis. The book describes the theoretical choices a market researcher has to make with regard to each technique, discusses how these are converted into actions in IBM SPSS version 22 and how to interpret the output. Each chapter concludes with a case study that illustrates the process using real-world data. A comprehensive Web appendix includes additional analysis techniques, datasets, video files and case studies. Tags in the text allow readers to quickly access Web content with their mobile device. The new edition features: Stronger emphasis on the gathering and analysis of secondary data (e.g., internet and social networking data) New material on data description (e.g., outlier detection and missing value analysis) Improved use of educational elements such as learning objectives, keywords, self-assessment tests, case studies, and much more Streamlined and simplified coverage of the data analysis techniques with more rules-of-thumb Uses IBM SPSS version 22
Author : Yvonne McGivern
Publisher : Pearson Higher Ed
Page : 668 pages
File Size : 47,7 Mb
Release : 2021-10-04
Category : Business & Economics
ISBN : 9781292331348
Learn the techniques and practical tasks involved in designing and running a research project The Practice of Market Research: From Data to Insight, 5th edition, by McGivern offers a thorough introduction to the practice of market and social research. It is structured around the research process – from defining the problem to be researched to communicating the insight which the research produces. An ideal companion for a market research student or anyone doing a research project, the book takes you through data analytics and data mining in a market research context, in addition to explaining the ethical, legal and regulatory context in which research operates. The ‘Industry Insights’ draw real-world examples from successful market research projects in companies such as Formula One, BBC, IBM, PayPal, Twinings and Volvo. There are also examples of research on social issues including the COVID-19 pandemic, anti-social behaviour, HIV/AIDS, cancer support and many more. The new edition supports the MRS Advanced Certificate in Market and Social Research Practice. This is a great applied marketing research text that will be suitable for students going beyond the basics of research and learning about how marketing research works in practice Ben Lowe, Professor of Marketing, Kent Business School, University of Kent Marketing research clearly explained as a professional practice - with practical advice on issues to consider and ways forward - and as an academic discipline with methodological and theoretical concerns. Dr Philippa Ward, Reader in Services Marketing, University of Gloucestershire About the author: Yvonne McGivern has worked on both the agency and the client side and currently works as a consultant. She taught research methods at Queen’s University Belfast and at Trinity College Dublin. She is Joint Chief Examiner for the MRS Advanced Certificate in Market and Social Research Practice. Pearson, the world’s learning company.
Author : CHISNALL
Publisher : McGraw Hill
Page : 578 pages
File Size : 55,8 Mb
Release : 2004-11-16
Category : Business & Economics
ISBN : 9780077130657
EBOOK: MARKETING RESEARCH
Author : Marko Sarstedt,Erik Mooi
Publisher : Springer
Page : 396 pages
File Size : 45,6 Mb
Release : 2018-09-18
Category : Business & Economics
ISBN : 9783662567074
This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process, data management, and the most commonly used methods in market research. The book helps readers perform analyses, interpret the results, and make sound statistical decisions using IBM SPSS Statistics. Hypothesis tests, ANOVA, regression analysis, principal component analysis, factor analysis, and cluster analysis, as well as essential descriptive statistics, are covered in detail. Highly engaging and hands-on, the book includes many practical examples, tips, and suggestions that help readers apply and interpret the data analysis methods discussed. The new edition uses IBM SPSS version 25 and offers the following new features: A single case and dataset used throughout the book to facilitate learning New material on survey design and all data analysis methods to reflect the latest advances concerning each topic Improved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies, and much more A glossary that includes definitions of all the keywords and other descriptions of selected topics Links to additional material and videos via the Springer Multimedia App
Author : Bonita Kolb
Publisher : SAGE
Page : 313 pages
File Size : 45,7 Mb
Release : 2008-04-18
Category : Business & Economics
ISBN : 9781849204903
Essential to any student of the discipline, this textbook offers a comprehensive, applied approach to understanding and designing market research. Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline. With an emphasis on both critical thinking and hands-on application, the textbook contains: several real life case studies; useful learning features such as key terms, definitions and discussion topics, and is supported by a companion website.
Author : Len Tiu Wright,Luiz Moutinho,Merlin Stone,Richard P. Bagozzi
Publisher : Routledge
Page : 623 pages
File Size : 48,5 Mb
Release : 2021-06-27
Category : Business & Economics
ISBN : 9781134826865
This single-volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and practice. Including original contributions and case studies from leading global specialists, this handbook covers many pioneering methods, such as: Methods for the analysis of user- and customer-generated data, including opinion mining and sentiment analysis Big data Neuroscientific techniques and physiological measures Voice prints Human–computer interaction Emerging approaches such as shadowing, netnographies and ethnographies Transcending the old divisions between qualitative and quantitative research methods, this book is an essential tool for market researchers in academia and practice.
Author : Naresh K. Malhotra
Publisher : Emerald Group Publishing
Page : 306 pages
File Size : 53,6 Mb
Release : 2013-06-26
Category : Business & Economics
ISBN : 9781781907610
Edited by Naresh K. Malhotra, this volume of Review of Marketing Research delivers a high powered range of articles from leading researchers and universities. The issue provides insights of interest to marketers throughout the discipline. Topics covered include a critical review on consumer experience and experimental marketing, designing and pricing digital content products/ services and nation equity. Authors include senior Chaired professors from such prestigious institutions as Wharton and Columbia. This volume adds to the already formidable body of knowledge built up by this highly respected book series.