The Essentials Of Marketing Research
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Essentials Of Marketing Research
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Author : Kenneth E. Clow
language : en
Publisher: SAGE
Release Date : 2013-01-09
Essentials Of Marketing Research written by Kenneth E. Clow and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-01-09 with Business & Economics categories.
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.
Essentials Of Marketing Research
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Author : Tony Proctor
language : en
Publisher: Financial Times/Prentice Hall
Release Date : 2000
Essentials Of Marketing Research written by Tony Proctor and has been published by Financial Times/Prentice Hall this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.
Essentials of Marketing Research provides a concise introduction to a subject rapidly evolving, not least through the impact of developments in information technology.
Essentials Of Marketing Research
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Author : V. Kumar
language : en
Publisher:
Release Date : 1999
Essentials Of Marketing Research written by V. Kumar and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999 with Business & Economics categories.
Readers of this te×t are presented with an overview of the major steps in the marketing research process. The book details the importance of marketing research and the role it plays in the organization and how it helps with managerial decision making.
The Essentials Of Marketing Research
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Author : Lawrence Silver
language : en
Publisher: Routledge
Release Date : 2012-11-12
The Essentials Of Marketing Research written by Lawrence Silver and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-11-12 with Business & Economics categories.
Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. The Essentials of Marketing Research 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 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.
Essentials Of Marketing Research
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Author : Joseph F. Hair
language : en
Publisher: McGraw-Hill/Irwin
Release Date : 2007-07-02
Essentials Of Marketing Research written by Joseph F. Hair and has been published by McGraw-Hill/Irwin this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-07-02 with Business & Economics categories.
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.
Essentials Of Marketing Research
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Author : William G. Zikmund
language : en
Publisher:
Release Date : 2003
Essentials Of Marketing Research written by William G. Zikmund and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Marketing research categories.
Essentials Of Marketing Research
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Author : Joseph F. Hair
language : en
Publisher:
Release Date : 2017
Essentials Of Marketing Research written by Joseph F. Hair and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with Marketing research categories.
Essentials Of Marketing Research
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Author : Jr Joseph Hair
language : en
Publisher: McGraw-Hill
Release Date : 2016-10-11
Essentials Of Marketing Research written by Jr Joseph Hair and has been published by McGraw-Hill this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-10-11 with categories.
Essentials Of Marketing Research
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Author : Naresh K. Malhotra
language : en
Publisher:
Release Date : 2014-06-04
Essentials Of Marketing Research written by Naresh K. Malhotra and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-06-04 with Marketing research categories.
For courses in Marketing Research at two- and four-year colleges and universities An engaging, do-it-yourself approach to marketing research Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles-Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation-author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.
Essentials Of Marketing Research
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Author : Joseph F. Hair
language : en
Publisher:
Release Date : 2016-12-16
Essentials Of Marketing Research written by Joseph F. Hair and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-12-16 with Marketing research categories.