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Author: Gilbert A. Churchill Publisher: Houghton Mifflin ISBN: 9780030983672 Category : Dataindsamling Languages : en Pages : 0
Book Description
Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.
Author: Gilbert A. Churchill Publisher: Houghton Mifflin ISBN: 9780030983672 Category : Dataindsamling Languages : en Pages : 0
Book Description
Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? Because it's written to your perspective as a student. Authors Churchill and Brown know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.
Author: Tom J. Brown Publisher: Cengage Learning ISBN: 9781337100151 Category : Business & Economics Languages : en Pages : 0
Book Description
Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Author: Kenneth E. Clow Publisher: SAGE ISBN: 1412991307 Category : Business & Economics Languages : en Pages : 521
Book Description
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: Scott M. Smith Publisher: ISBN: 9780984932825 Category : Languages : en Pages : 296
Book Description
This volume of Basic Marketing Research introduces you to survey building and will serve as a guide for building your own quality survey. This text provides answers to many questions. How can I write better questions and surveys? How do I pick the correct measurement and scale? What question types are available in the Qualtrics research suite? Special attention is given to building customer satisfaction and concept test surveys. Also included is a broad selection of surveys from the Qualtrics survey library. These surveys will help you understand survey construction and identify questions that are just right for you. Using clear, easy-to-understand language, you will gain a well-seasoned understanding of the basics of survey building. Whether you are completing a class project, or conducting professional research, Smith and Albaum will have you ready to quickly build your survey and complete your own research project.
Author: Fred M.. Feinberg Publisher: Thomson South-Western ISBN: 9781133191025 Category : Marketing Languages : en Pages : 689
Book Description
Descriptive and analytical, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition is a comprehensive introduction to the practice of marketing research. The book walks you through each step of the marketing research process, from project design and data collection to analyzing findings with statistical methods and preparing the final report. Making sense of complex marketing data, MODERN MARKETING RESEARCH: CONCEPTS, METHODS, AND CASES, 2E, International Edition explains in detail the analytical and statistical approaches essential in marketing research, including standard multivariate methods like Factor, Cluster, and Conjoint Analyses, as well as the latest Hierarchical Bayes, Heterogeneity, and Sample Selection techniques. More than three dozen in-text cases highlight research projects in business and academic settings, while numerous examples and special interviews with industry experts give you an in-depth perspective of marketing research and its applications in the real world.
Author: Rajiv Grover Publisher: SAGE ISBN: 141290997X Category : Business & Economics Languages : en Pages : 721
Book Description
The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Author: Publisher: ISBN: 9781305263499 Category : Marketing research Languages : en Pages : 494
Book Description
Essentials Of Marketing Research, 6E, provides a concise, yet complete guide to the design, execution, analysis, and reporting of marketing research to support smart business decisions. Covering essential principles and techniques in a streamlined, engaging way, the text equips readers with the core knowledge and skills needed to manage marketing research effectively. This proven text provides valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, basic data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. Designed specifically for readers who prefer a concise introduction to marketing research topics, the Sixth Edition of this trusted text features updates based on recent trends and technology, including an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research
Author: Pete Leibman Publisher: AMACOM ISBN: 0814420214 Category : Business & Economics Languages : en Pages : 256
Book Description
When he was only 21 years old, Pete Leibman landed his dream job working in the front office of the NBA’s Washington Wizards. He went on to become their number one salesperson for three straight seasons and was promoted to management in under two years. In this encouraging guidebook, Leibman shares his proven and simple system for career success. You’ll learn how to: think big and identify what you want from your career; network your way past corporate gatekeepers; impress highly influential people in any field; land interviews for jobs that aren’t posted; sell yourself on paper, online, and in person; and get hired faster and with less effort. Filled with the inspiring success stories of other young professionals, creative strategies for leveraging social media, and the five secrets that will skyrocket your earning potential once you are hired, I Got My Dream Job and So Can You provides you with the tools and confidence to overcome the discouraging job marketing and start climbing the ladder to success.
Author: Barbara Findlay Schenck Publisher: John Wiley & Sons ISBN: 1118383079 Category : Business & Economics Languages : en Pages : 391
Book Description
Harness the power of marketing and watch your business grow Having your own business isn't the same as having customers, and one is useless without the other. Whether your business is a resale store or a high-tech consulting firm, a law office or a home cleaning service, in today's competitive environment, strategic marketing is essential. If you want your small business to grow, you need a marketing strategy that works. But how do you get people to notice your business without spending a fortune? Packed with savvy tips for low-cost, high-impact campaigns, this friendly guide is your road map to launching a great marketing campaign and taking advantage of the newest technologies and avenues for outreach. Using social media as a marketing tool Communicating with customers Financing a marketing campaign The companion CD includes tools and templates to give you a jump-start on putting your new skills to work If you're looking to give your small business' marketing plan an edge over the competition, Small Business Marketing Kit For Dummies has you covered. CD-ROM/DVD and other supplementary materials are not included as part of the e-book file, but are available for download after purchase.
Author: Steve D'Alessandro Publisher: Cengage AU ISBN: 0170438961 Category : Business & Economics Languages : en Pages : 650
Book Description
Marketing Research, 5e equips students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text. Using local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. For analysing data, the text covers both SPSS and Excel outputs. This text is indispensable for students studying marketing research in any business or marketing course. Premium online teaching and learning tools are available on the MindTap platform. Learn more about the online tools cengage.com.au/mindtap
Author: Gilbert A. Churchill
Author: Gilbert A. Churchill
Author: Tom J. Brown
Author: Kenneth E. Clow
Author: Scott M. Smith
Author: Fred M.. Feinberg
Author: Rajiv Grover
Author: 
Author: Pete Leibman
Author: Barbara Findlay Schenck
Author: Steve D'Alessandro