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Author : Paul E. Green,Donald S. Tull,Albaum Gerald
Publisher : Unknown
Page : 784 pages
File Size : 40,8 Mb
Release : 1995
Category : Marketing research
ISBN : 8120307577
Author : Paul E. Green,Donald S. Tull,Gerald Albaum
Publisher : Unknown
Page : 808 pages
File Size : 45,9 Mb
Release : 1988
Category : Business & Economics
ISBN : UOM:39076000402086
Textbook
Author : Paul E. Green,Donald S. Tull
Publisher : Unknown
Page : 0 pages
File Size : 53,7 Mb
Release : 1975
Category : Marketing research
ISBN : LCCN:71093900
Author : Paul E. Green
Publisher : Unknown
Page : 0 pages
File Size : 45,6 Mb
Release : 1978
Category : Marketing research
ISBN : OCLC:1043025341
Author : Paul E. Green
Publisher : Unknown
Page : 0 pages
File Size : 50,5 Mb
Release : 1973
Category : Marketing research
ISBN : OCLC:1415160474
Author : Scott M. Smith,Gerald S. Albaum
Publisher : SAGE
Page : 910 pages
File Size : 50,8 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 : Manoj K. Malhotra,David F. Birks,Dan Nunan
Publisher : Pearson Higher Ed
Page : 976 pages
File Size : 44,7 Mb
Release : 2017-06-07
Category : Business & Economics
ISBN : 9781292103150
A well-known and established text within the market, the author team of Malhotra and Birks is well-respected as providing an in-depth and authoritative commentary in this area. Offering a clear explanation and discussion of concepts and valued for its comprehensive nature, the European version of this text is much valued for its wealth of European and International case material. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
Author : Timothy R. Graeff
Publisher : Kendall/Hunt Publishing Company
Page : 404 pages
File Size : 47,7 Mb
Release : 2006-08-17
Category : Business & Economics
ISBN : 0757531792
Author : Joseph F. Hair
Publisher : McGraw-Hill/Irwin
Page : 404 pages
File Size : 52,5 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 : I. M. Crawford
Publisher : Food & Agriculture Org.
Page : 132 pages
File Size : 53,8 Mb
Release : 1997
Category : Business & Economics
ISBN : 9251039054
Marketing Research and Information Systems
Author : Peter S.H. Leeflang,Dick R. Wittink,Michel Wedel,Philippe A. Naert
Publisher : Springer Science & Business Media
Page : 642 pages
File Size : 42,7 Mb
Release : 2013-06-29
Category : Business & Economics
ISBN : 9781461540502
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.
Author : Marko Sarstedt,Erik Mooi
Publisher : Springer
Page : 347 pages
File Size : 44,8 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 : Kenneth E. Clow,Karen E. James
Publisher : SAGE
Page : 521 pages
File Size : 41,8 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 : Carl McDaniel
Publisher : Unknown
Page : 812 pages
File Size : 54,9 Mb
Release : 2005-08-23
Category : Electronic
ISBN : 0471770949
Author : Michael Levy,Dhruv Grewal
Publisher : Springer
Page : 681 pages
File Size : 47,6 Mb
Release : 2015-01-29
Category : Business & Economics
ISBN : 9783319131597
This volume includes the full proceedings from the 1993 Academy of Marketing Science (AMS) Annual Conference held in Miami Beach, Florida. The research and presentations offered in this volume cover many aspects of marketing science including marketing strategy, consumer behavior, business-to-business marketing, international marketing, retailing, marketing education, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.