Research For Marketing Decisions

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Research for Marketing Decisions

Author : Paul E. Green,Donald S. Tull
Publisher : Prentice Hall
Page : 554 pages
File Size : 54,8 Mb
Release : 1966
Category : Business & Economics
ISBN : WISC:89011723921

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Research for Marketing Decisions by Paul E. Green,Donald S. Tull Pdf

Research for Marketing Decisions

Author : Paul E. Green,Donald S. Tull
Publisher : Unknown
Page : 0 pages
File Size : 41,9 Mb
Release : 1975
Category : Marketing research
ISBN : LCCN:71093900

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Research for Marketing Decisions by Paul E. Green,Donald S. Tull Pdf

Research for Marketing Decisions

Author : Paul E. Green
Publisher : Unknown
Page : 0 pages
File Size : 44,6 Mb
Release : 1978
Category : Marketing research
ISBN : OCLC:1043025341

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Research for Marketing Decisions by Paul E. Green Pdf

Essentials of Marketing Research

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.

Building Models for Marketing Decisions

Author : Peter S.H. Leeflang,Dick R. Wittink,Michel Wedel,Philippe A. Naert
Publisher : Springer Science & Business Media
Page : 642 pages
File Size : 44,5 Mb
Release : 2013-06-29
Category : Business & Economics
ISBN : 9781461540502

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Building Models for Marketing Decisions by Peter S.H. Leeflang,Dick R. Wittink,Michel Wedel,Philippe A. Naert Pdf

This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.

Researching Marketing Decisions

Author : Ritu Mehta
Publisher : Taylor & Francis
Page : 236 pages
File Size : 41,7 Mb
Release : 2019-05-22
Category : Social Science
ISBN : 9780429515453

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Researching Marketing Decisions by Ritu Mehta Pdf

This book looks at customer value creation through marketing decisions and analyses the critical phases of theoretical and methodological advancements in solving certain problems and customer-centric issues that firms face. The chapters highlight how theories have been borrowed from sociology, psychology and economics to understand phenomena such as customer preferences and decision-making, and how operations research and statistical tools have been applied to take optimal decisions on marketing-related issues such as channel management and pricing. The volume covers an array of topics including marketing orientation, consumer behaviour, and marketing mix comprising the elements of product, price, promotion and place. The articles offer both methodological and theoretical contributions, and also discuss some key results of implementation of marketing strategies by various firms. This book will be of interest to researchers and students of marketing, consumer behaviour, business management, economics, finance, international marketing, services marketing and international business.

Marketing Research for Managerial Decision Making

Author : Timothy R. Graeff
Publisher : Kendall/Hunt Publishing Company
Page : 404 pages
File Size : 45,5 Mb
Release : 2006-08-17
Category : Business & Economics
ISBN : 0757531792

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Marketing Research for Managerial Decision Making by Timothy R. Graeff Pdf

Research For Marketing Decisions 5Th Ed.

Author : Paul E. Green,Donald S. Tull,Albaum Gerald
Publisher : Unknown
Page : 784 pages
File Size : 54,6 Mb
Release : 1995
Category : Marketing research
ISBN : 8120307577

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Research For Marketing Decisions 5Th Ed. by Paul E. Green,Donald S. Tull,Albaum Gerald Pdf

Experimentation for Marketing Decisions

Author : Keith Kohn Cox,Ben M. Enis
Publisher : Unknown
Page : 136 pages
File Size : 42,8 Mb
Release : 1973
Category : Business & Economics
ISBN : MINN:31951002341136M

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Experimentation for Marketing Decisions by Keith Kohn Cox,Ben M. Enis Pdf

Handbook of Marketing Decision Models

Author : Berend Wierenga
Publisher : Springer Science & Business Media
Page : 621 pages
File Size : 53,8 Mb
Release : 2008-09-05
Category : Business & Economics
ISBN : 9780387782133

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Handbook of Marketing Decision Models by Berend Wierenga Pdf

Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.

Analysis for Marketing Decisions

Author : James H. Donnelly,John M. Ivancevich
Publisher : Unknown
Page : 424 pages
File Size : 45,5 Mb
Release : 1970
Category : Marketing
ISBN : STANFORD:20500073799

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Analysis for Marketing Decisions by James H. Donnelly,John M. Ivancevich Pdf

Marketing Decisions Under Uncertainty

Author : Dung Nguyen
Publisher : Springer Science & Business Media
Page : 320 pages
File Size : 43,9 Mb
Release : 2012-12-06
Category : Business & Economics
ISBN : 9781461562092

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Marketing Decisions Under Uncertainty by Dung Nguyen Pdf

Remarkable advance in quantitative marketing research in the last two decades, incorporating applied microeconomic theories, operations research and management applications, has brought the field of marketing alongside with finance, accounting and productionto within an executive'sreach for a sophisticatedtoolbox for decision making in an increasingly competitive and complex business environment. A quick look at Marketing, a recently published book edited by Eliashberg and Lilien would indicate even to the casual reader the extent of such methodological progress made by marketing scholars. Even in such an impressive and nearly exhaustive collection oftopics, with the notable exception pointed out by the editors of applicationsofthe scanner data, and in spite of the reference to it, an important omission is related to the issues ofmarketing decisions under conditions ofuncertainty. It is fairly obvious to the marketing executive and academician alike to recognize the important role uncertaintyplays in marketingdecisions such as pricing, promotion, advertising, sales force management, and others. The major purpose of this study is to address certain major marketing decision variables within the general context of an uncertain environment. While there have been significant progresses in analyzing marketing behaviors in a stochastic environment,the sourcesscatteramong differentmanagementandmarketingjoumals; and to the extent that these issues are addressed at all, they have aimed mainly at each separate, specifictopic at a time. Thus, our effort to bring these studies together in the same framework should facilitate our in-depth analysis of these important phenomena.

Experimentation for Marketing Decisions

Author : Ben M. Enis,Keith Kohn Cox
Publisher : Unknown
Page : 0 pages
File Size : 55,5 Mb
Release : 1973
Category : Electronic
ISBN : OCLC:854767468

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Experimentation for Marketing Decisions by Ben M. Enis,Keith Kohn Cox Pdf

Marketing Research

Author : Alan T. Shao
Publisher : Cengage Learning
Page : 0 pages
File Size : 51,8 Mb
Release : 2002
Category : Marketing
ISBN : 0324074506

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Marketing Research by Alan T. Shao Pdf

How does marketing research affect your daily life? With Marketing Research: An Aid to Decision Making, 2e, students find out how marketing research processes and results lead to the marketing decisions that impact their daily lives. This book also teaches students about the important issues and methods involved in conducting marketing research, and then using the findings to manipulate the marketing mix to meet customer needs. Reviews of statistics and key marketing concepts help students brush up on the basics as they learn more about the marketing research tools and uses. A strong Internet focus keeps students in touch with the latest marketing research technologies. Students also learn how to effectively use the Internet to gather market research data more quickly and efficiently.

Marketing Research and Modeling: Progress and Prospects

Author : Yoram Wind,Paul E. Green
Publisher : Springer Science & Business Media
Page : 343 pages
File Size : 54,6 Mb
Release : 2013-06-05
Category : Business & Economics
ISBN : 9780387286921

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Marketing Research and Modeling: Progress and Prospects by Yoram Wind,Paul E. Green Pdf

Marketing Research and Modeling addresses state of the art developments including new techniques and methodologies by leading experts in marketing and marketing research. This work emphasizes new developments in Bayesian Decision Analysis, Multivariate Analysis, Multidimensional Scaling, Conjoint Analysis, Applications of Conjoint and MDS technique, Data Mining, Cluster Analysis, and Neural Networks.