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Author : Carl McDaniel (Jr.),Roger H. Gates
Publisher : Unknown
Page : 424 pages
File Size : 49,6 Mb
Release : 2016
Category : Marketing research
ISBN : 1119042933
Author : Kenneth E. Clow,Karen E. James
Publisher : SAGE
Page : 521 pages
File Size : 43,8 Mb
Release : 2013-01-09
Category : Business & Economics
ISBN : 9781412991308
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.
Author : Lawrence S. Silver,Robert E. Stevens
Publisher : Routledge
Page : 366 pages
File Size : 50,5 Mb
Release : 2013
Category : Business & Economics
ISBN : 9780415899291
Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. This book guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining ; Internet marketing research ; Qualitative and exploratory research ; Statistical analysis and Marketing research ethics. With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.
Author : Joseph F. Hair
Publisher : McGraw-Hill/Irwin
Page : 404 pages
File Size : 53,5 Mb
Release : 2007-07-02
Category : Business & Economics
ISBN : PSU:000062905732
Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.
Author : Carl McDaniel, Jr.,Roger Gates,Subramanian Sivaramakrishnan,Kelley Main
Publisher : Wiley Global Education
Page : 561 pages
File Size : 53,5 Mb
Release : 2013-08-16
Category : Business & Economics
ISBN : 9781118833261
Marketing Research is a required course for all Marketing majors in both colleges and universities. Our second Canadian edition of Marketing Research Essentials is co-authored by full-time marketing researchers, therefore offering students insider views of the latest trends and what works and what doesn’t. This text offers real data by real people, who have conducted real research and made it really concise for students. Praised by student reviewers for its accessible approach, the second Canadian edition of Marketing Research Essentials is the only text that covers data analysis in both Excel and SPSS, offering readers a more relevant and applied approach to the subject.
Author : Carl D. McDaniel,Roger Gates
Publisher : Unknown
Page : 484 pages
File Size : 42,8 Mb
Release : 2004
Category : Business & Economics
ISBN : PSU:000053240538
Marketing Research Essentials, 4th Edition is filled with cases, chapter-opening vignettes, marketing research war stories, and ethical dilemmas. The text connects the materials to the real world of marketing research, as it's practiced in today's top firms. Both authors bring a combined 40 years of marketing research experience to the new edition. This fourth edition continues to present marketing research through the eyes of a manager using, or purchasing marketing research information.
Author : Bonita M. Kolb
Publisher : Routledge
Page : 104 pages
File Size : 45,6 Mb
Release : 2021-12-28
Category : Business & Economics
ISBN : 9781000523348
This short textbook provides students with a concise yet comprehensive overview of the fundamentals of marketing research. Mapped closely to the structure of a typical Marketing Research module, the book takes the student through the full process, from developing the hypothesis and setting the research question, to developing and conducting the research, and finally to analysing the data and making recommendations. Each chapter starts with an essential summary and ends with discussion questions that can be used as a teaching resource. Worksheets are also provided as a supplementary resource, which can be used to build a marketing research plan. Focused on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module.
Author : Carl D. McDaniel,Roger Gates
Publisher : Thomson South-Western
Page : 0 pages
File Size : 45,5 Mb
Release : 2002
Category : Analysemetoder
ISBN : 0324131666
Marketing Research provides comprehensive information on both the quantitative methods used in marketing research and the many considerations a manager faces when interpreting and using market research findings. Marketing research hot topics are featured, including competitive intelligence, published secondary data and the Internet, and marketing research suppliers and users. Each chapter helps you explore ethical dilemmas related to the topics discussed, the uses and needs for marketing research across business functions, and how to use the Internet to gather marketing research data in an efficient, cost-effective manner. By focusing on the managerial aspects of marketing research, this book provides you with both the tools to conduct marketing research, as well as those to interpret the results and use them effectively as a manager.
Author : Carl McDaniel (Jr.),Roger H. Gates
Publisher : Unknown
Page : 424 pages
File Size : 52,6 Mb
Release : 2016
Category : Marketing research
ISBN : 1119042933
Author : Carl McDaniel
Publisher : Unknown
Page : 128 pages
File Size : 44,6 Mb
Release : 2007-02-01
Category : Electronic
ISBN : 0470087846
Author : William R. Dillon
Publisher : Unknown
Page : 556 pages
File Size : 42,5 Mb
Release : 1993
Category : Marketing research
ISBN : 0256134480
Author : Joseph F. Hair
Publisher : Unknown
Page : 414 pages
File Size : 47,5 Mb
Release : 2017
Category : Marketing research
ISBN : 1308942761
Author : Anonim
Publisher : Bookboon
Page : 117 pages
File Size : 48,8 Mb
Release : 2024-07-03
Category : Electronic
ISBN : 9788776814113
Author : Carl McDaniel,Roger Gates
Publisher : Wiley
Page : 162 pages
File Size : 41,9 Mb
Release : 2005-06
Category : Electronic
ISBN : 0471720976
When conducted properly, marketing research can lead to better products, improved services, and a higher level of customer satisfaction. Written by marketing research professionals with over 40 years combined experience, this book is packed with the hottest trends, insights, and advances in the field. It presents a snapshot of the way cutting-edge marketing research is practiced today.
Author : Carl D. McDaniel
Publisher : Unknown
Page : 128 pages
File Size : 47,5 Mb
Release : 2013
Category : Marketing research
ISBN : OCLC:1012100240