Marketing Research
Within a Changing Information Environment
2nd Edition
Published on 1. June 2002
Book
Mixed media product
978-0-07-282020-1 (ISBN)
Description
The direction of "Marketing Research, 2e" heads towards a more application-oriented approach, wonderfully enhanced by the creation of a custom website that will enable students to complete their marketing research project with our online support. In addition to this distinction, the focus of the new edition takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is also unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow's marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted, as this book helps students see what real companies are doing for their marketing research.
This book provides students a realistic and current view of the practice and importance of marketing research in the business world.
This book provides students a realistic and current view of the practice and importance of marketing research in the business world.
More details
Edition
2nd Revised edition
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Dimensions
Height: 261 mm
Width: 210 mm
Thickness: 30 mm
Weight
1587 gr
ISBN-13
978-0-07-282020-1 (9780072820201)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
Part I: The Role and Value of Marketing Research Information 1: Role of Marketing Research in Business Planning 2: The Research Process 3: Problem Definition, Research Objectives, and Marketing Research Ethics 4: Strategic Information Management: Secondary Data Sources Part 2: Marketing Research Information and Technology 5: Information Technology and Marketing Research 6: Marketing Research and Database Development 7: Information Technology and Competitive Advantage Part 3: Designing the Marketing Research Project 8: Exploratory Designs: In-Depth Interviews and Focus Groups 9: Descriptive Research Designs: Survey Methods and Errors 10: Observation Techniques, Experiments, and Test Markets Part 4: Gathering and Collecting Accurate Data 11: Sampling: Theory, Designs, and Issues 12: Measurement: Construct Development and Scales 13: Attitude Scale Measurement 14: Questionnaire Design and Issues Part 5: Data Preparation and Analysis 15: Coding, Editing, and Preparing Data for Analysis 16: Data Analysis: Testing for Significant Differences 17: Data Analysis: Testing for Association 18: Multivariate Analysis Techniques 19: Preparing the Research Report and Presentation