Format:
1 online resource (365 pages)
Edition:
3rd ed.
ISBN:
9780415899291
,
9781136593246
Content:
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 provides a comprehensive guide to students in designing, conducting and interpreting marketing research
Note:
Cover -- The Essentials of Marketting Research -- Title Page -- Copyright Page -- Table of Contents -- About the Authors -- Acknowledgments -- PART I The Marketing Research 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 Design: 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 -- Case 1 Lone Pine Kennel Club -- Case 2 Silver Jewelry Stores -- Case 3 Select Hotels of North America -- Case 4 River Pines School: A -- Case 5 River Pines School: B -- Case 6 Gary Branch, CPA -- Case 7 Juan Carlos' Mexican Restaurant -- Case 8 Usedcars.com -- Case 9 Welcome Home Church -- Case 10 The Learning Source -- Case 11 Madison County Country Club -- Case 12 Plasco, Incorporated -- Case 13 St John's School -- Case 14 The Webmasters -- Case 15 House of Topiary -- Case 16 Professional Home Inspection -- Case 17 Europska Databanka -- Case 18 Northside Chiropractic Services -- Case 19 Internet Versus Mail Surveys -- Case 20 Louisiana Purchase Gardens and Zoo -- Case 21 Mac's Sausage Company -- Case 22 The Online Marketplace -- Case 23 Victorian Rose Gift and Flower Shop -- Case 24 MCS Publishing Company -- Notes -- Index
Additional Edition:
Print version Silver, Lawrence The Essentials of Marketing Research Oxford : Taylor & Francis Group,c2012 ISBN 9780415899291
Language:
English
Keywords:
Electronic books
URL:
FULL
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