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Author : Mercedes Esteban-Bravo
Publisher : Cambridge University Press
Page : 883 pages
File Size : 41,39 MB
Release : 2021-01-28
Category : Business & Economics
ISBN : 1108834981
Academically thorough and up-to-date quantitative and qualitative market research methods text for business and social science students.
Author : Kenneth E. Clow
Publisher : SAGE
Page : 521 pages
File Size : 26,17 MB
Release : 2013-01-09
Category : Business & Economics
ISBN : 1412991307
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 : Erik Mooi
Publisher : Springer
Page : 429 pages
File Size : 32,23 MB
Release : 2017-11-01
Category : Business & Economics
ISBN : 9811052182
This book is an easily accessible and comprehensive guide which helps make sound statistical decisions, perform analyses, and interpret the results quickly using Stata. It includes advanced coverage of ANOVA, factor, and cluster analyses in Stata, as well as essential regression and descriptive statistics. It is aimed at those wishing to know more about the process, data management, and most commonly used methods in market research using Stata. The book offers readers an overview of the entire market research process from asking market research questions to collecting and analyzing data by means of quantitative methods. It is engaging, hands-on, and includes many practical examples, tips, and suggestions that help readers apply and interpret quantitative methods, such as regression, factor, and cluster analysis. These methods help researchers provide companies with useful insights.
Author : Robert E. Stevens
Publisher : Routledge
Page : 444 pages
File Size : 48,87 MB
Release : 2006
Category : Business & Economics
ISBN : 0789024160
Here is the newest edition of a marketing research classic-the original edition was named an Outstanding Academic Book by Choice Magazine-updated to include essential information about online sources of data and Internet surveys, as well as an advanced statistical analysis chapter. You'll find step-by-step instructions to take you through the complete marketing research process, plus worksheets, sample proposals, questionnaires, and a copy of a final report-all designed to clarify the "how," "when," and "why" of marketing research.
Author : David Carson
Publisher : SAGE
Page : 255 pages
File Size : 41,18 MB
Release : 2001-02-01
Category : Business & Economics
ISBN : 1446234983
As the importance of marketing to business grows, and as new concepts and applications of marketing emerge and evolve, so too does the need for up-to-date market intelligence. This book recognizes that the contribution which qualitative research can make to market understanding and insight is immense, and that statistical information flows are never enough but need to be compounded by market intelligence gained through qualitative methods. Qualitative Marketing Research clearly explains the use and importance of qualitative methods, clarifying the theories behind the methodology and providing concrete examples and exercises which illustrate its application to Management Studies and Marketing. This book is intended for all students of marketing who are required to complete their studies with a dissertation or research project.
Author : Bonita M. Kolb
Publisher : Routledge
Page : 288 pages
File Size : 21,30 MB
Release : 2008
Category : Business & Economics
ISBN : 0750687606
This book will have two purposes. First, the book will educate readers on how research can be used to help their organization more effectively reach its goals. Second, it will educate the reader on how to conduct different methods of research and use the findings to improve their product, find customers and develop effective promotion.
Author : Rajiv Grover
Publisher : SAGE
Page : 721 pages
File Size : 14,14 MB
Release : 2006-06-23
Category : Business & Economics
ISBN : 141290997X
The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Author : John Burnett
Publisher : State University of New York Oer Services
Page : 294 pages
File Size : 19,66 MB
Release : 2018-07-11
Category : Business & Economics
ISBN : 9781641760119
"Integrated Marketing" boxes illustrate how companies apply principles.
Author : Martin Eisend
Publisher : Springer
Page : 242 pages
File Size : 37,57 MB
Release : 2019-03-01
Category : Business & Economics
ISBN : 3030107949
This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research. The authors explain the foundations in philosophy of science and the various methodological approaches to readers who are working empirically with the purpose of developing and testing theories in marketing. The primary target group of the book are graduate students and PhD students who are preparing their empirical research projects, e.g. for a master thesis or a dissertation.
Author : Len Tiu Wright
Publisher : Pearson P T R
Page : 469 pages
File Size : 12,26 MB
Release : 2000
Category : Business & Economics
ISBN : 9780130117533
This work considers the applications and scope of marketing research. It explores research issues, statistical and methodological techniques for collecting and generating data.