The Essentials of Marketing Research
3rd Edition
Published on 12. November 2012
376 pages
978-1-136-59324-6 (ISBN)
Description
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.
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.
Reviews / Votes
"Marketing Research: Text and Cases provides students of marketing and communications with an essential handbook that summarises the main issues in each topic, including addressing business and management problems, secondary and primary data collection and data analysis. The reader is guided through the whole research process step-by-step from conceptualisation to report writing, supported by tips and discussion questions... Students studying management, computing science, business administration and public administration will also find this book an invaluable addition to support their studies." - Debbie Keeling, Manchester Business School, UKMore details
Edition
3rd edition
Language
English
Place of publication
London
United Kingdom
Publishing group
Taylor & Francis Ltd
Target group
College/higher education
Edition type
Revised edition
Illustrations
53 s/w Tabellen
53 Tables, black and white
File size
1,56 MB
ISBN-13
978-1-136-59324-6 (9781136593246)
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
Other editions
Additional editions
Lawrence Silver | Robert E. Stevens | Bruce Wrenn
The Essentials of Marketing Research
Book
10/2012
3rd Edition
Routledge
€250.70
Shipment within 15-20 days
Lawrence Silver | Robert E. Stevens | Bruce Wrenn
The Essentials of Marketing Research
Book
10/2012
3rd Edition
Routledge
€120.30
Shipment within 15-20 days
Persons
Lawrence Silver is Associate Professor of Marketing and Management at the John Massey School of Business, Southeastern Oklahoma State University, USA.
Robert Stevens is the John Massey Endowed Professor of Business at John Massey School of Business, Southeastern Oklahoma State University, USA.
Bruce Wrenn is the Colson Endowed Chair Professor of Marketing at the School of Business Administration, Andrews University, USA.
David Loudon is Professor of Marketing at the Brock School of Business, Samford University, USA.
Robert Stevens is the John Massey Endowed Professor of Business at John Massey School of Business, Southeastern Oklahoma State University, USA.
Bruce Wrenn is the Colson Endowed Chair Professor of Marketing at the School of Business Administration, Andrews University, USA.
David Loudon is Professor of Marketing at the Brock School of Business, Samford University, USA.
Content
Part I: The Marketing Process and Decision Making 1. Introduction to Marketing Research 2. Ethics in Marketing Research Part II: Secondary Data and Research Designs 3. Secondary Data 4. Research Designs: Exploratory and Qualitative Research 5. Research Designs: Descriptive and Causal Research Part III: Measurement, Data Collection and Sampling 6. Measurement 7. Primary Data Collection 8. Designing the Data-Gathering Instrument 9. Sampling Methods and Sample Size 10. Fielding the Data-Gathering Instrument Part IV: Data Analysis and Reporting 11. Analyzing and Interpreting Data for Decisions 12. Advanced Data Analysis 13. The Research Report Part V: Cases
