Marketing Research: An Applied Approach
Autor Dr. Naresh K. Malhotra, David Birksen Limba Engleză Mixed media product – 27 dec 2006
Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level.
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Specificații
ISBN-13: 9780273706892
ISBN-10: 0273706896
Pagini: 864
Dimensiuni: 195 x 265 mm
Greutate: 1.62 kg
Ediția:3Nouă
Editura: Pearson Education
Colecția Financial Times/ Prentice Hall
Locul publicării:Harlow, United Kingdom
ISBN-10: 0273706896
Pagini: 864
Dimensiuni: 195 x 265 mm
Greutate: 1.62 kg
Ediția:3Nouă
Editura: Pearson Education
Colecția Financial Times/ Prentice Hall
Locul publicării:Harlow, United Kingdom
Cuprins
Preface and guided tour
Publisher's acknowledgements
About the authors
1. Introduction to marketing research
2. Defining the marketing research problem and developing a research approach
3. Research design
4. Secondary data collection and analysis
5. Internal secondary data and the use of databases
6. Qualitative research: its nature and approaches
7. Qualitative research: focus group discussions
8. Qualitative research: depth interviewing and projective techniques
9. Qualittiave research: data analysis
10. Survey and quantitative observation techniques
11. Causal research design: experimentation
12. Measurement and scaling: fundamentals, comparative and non-comparative scaling
13. Questionnaire design
14. Sampling: design and procedures
15. Sampling: final and initial sample size determination
16. Survey fieldwork
17. Data preparation
18. Frequency distribution, cross-tabulation and hypothesis testing
19. Analysis of variance and covariance
20. Correlation and regression
21. Discriminant analysis
22. Factor analysis
23. Cluster analysis
24. Multidimensional scaling and conjoint analysis
25. Report preparation and presentation
26. International marketing research
27. Business-to-business (b2) marketing research
Appendix: Statistical tables
Glossary
Index
Publisher's acknowledgements
About the authors
1. Introduction to marketing research
2. Defining the marketing research problem and developing a research approach
3. Research design
4. Secondary data collection and analysis
5. Internal secondary data and the use of databases
6. Qualitative research: its nature and approaches
7. Qualitative research: focus group discussions
8. Qualitative research: depth interviewing and projective techniques
9. Qualittiave research: data analysis
10. Survey and quantitative observation techniques
11. Causal research design: experimentation
12. Measurement and scaling: fundamentals, comparative and non-comparative scaling
13. Questionnaire design
14. Sampling: design and procedures
15. Sampling: final and initial sample size determination
16. Survey fieldwork
17. Data preparation
18. Frequency distribution, cross-tabulation and hypothesis testing
19. Analysis of variance and covariance
20. Correlation and regression
21. Discriminant analysis
22. Factor analysis
23. Cluster analysis
24. Multidimensional scaling and conjoint analysis
25. Report preparation and presentation
26. International marketing research
27. Business-to-business (b2) marketing research
Appendix: Statistical tables
Glossary
Index
Textul de pe ultima copertă
Get ready to take the plunge…
Marketing Research is a very creative area. In an industry undergoing enormous changes, great opportunities are being created for Marketing Researchers who can use their skills to solve the challenges of today’s dynamic business environment. This book will help you understand those challenges, build your talents and develop your own original insights.
Dive below the surface…
The third European edition of Marketing Research: An Applied Approach retains the classic strengths of its past as well as developing many exciting new features. This established and respected textbook:
- Remains the most applied, comprehensive and authoritative commentary on the subject
- Balances quantitative and qualitative approaches to the subject
- Boasts an all-new, visually stunning 4-colour design
- Includes a CD of the very latest versions of the popular and user-friendly software applications SNAP and XSight, for both quantitative and qualitative researchers
- Runs a brand new case study throughout each chapter, based on the work of the Marketing Research agency Sports Marketing Surveys. Project highlights include Formula 1, Rugby League, the Flora London Marathon and Beach Volleyball
- Features an all-new suite of extensive real-world video case material, along with many other enhanced online resources, on the book’s companion website at www.pearsoned.co.uk/birks
Stay ahead of the competition and reach the finish line first…
Suitable for use at the undergraduate, postgraduate and MBA levels, this highly successful European textbook, enhanced by a CD, video material and valuable online resources, is an essential part of your future success in Marketing Research.
Dr Naresh K. Malhotra is Regents' Professor, DuPree College of Management, Georgia Institute of Technology. In addition to teaching marketing research he has consulted for business, non-profit and government organisations in the United States and around the world.
Dr David F. Birks is Senior Lecturer in Marketing in the School of Management, University of Southampton. He is the Programme Director for their Marketing Analytics degrees. David teaches quantitative and qualitative marketing research and consumer metrics. He has conducted research on behalf of a wide range of business, non-profit and social ventures in the UK and Europe.
Marketing Research is a very creative area. In an industry undergoing enormous changes, great opportunities are being created for Marketing Researchers who can use their skills to solve the challenges of today’s dynamic business environment. This book will help you understand those challenges, build your talents and develop your own original insights.
Dive below the surface…
The third European edition of Marketing Research: An Applied Approach retains the classic strengths of its past as well as developing many exciting new features. This established and respected textbook:
- Remains the most applied, comprehensive and authoritative commentary on the subject
- Balances quantitative and qualitative approaches to the subject
- Boasts an all-new, visually stunning 4-colour design
- Includes a CD of the very latest versions of the popular and user-friendly software applications SNAP and XSight, for both quantitative and qualitative researchers
- Runs a brand new case study throughout each chapter, based on the work of the Marketing Research agency Sports Marketing Surveys. Project highlights include Formula 1, Rugby League, the Flora London Marathon and Beach Volleyball
- Features an all-new suite of extensive real-world video case material, along with many other enhanced online resources, on the book’s companion website at www.pearsoned.co.uk/birks
Stay ahead of the competition and reach the finish line first…
Suitable for use at the undergraduate, postgraduate and MBA levels, this highly successful European textbook, enhanced by a CD, video material and valuable online resources, is an essential part of your future success in Marketing Research.
Dr Naresh K. Malhotra is Regents' Professor, DuPree College of Management, Georgia Institute of Technology. In addition to teaching marketing research he has consulted for business, non-profit and government organisations in the United States and around the world.
Dr David F. Birks is Senior Lecturer in Marketing in the School of Management, University of Southampton. He is the Programme Director for their Marketing Analytics degrees. David teaches quantitative and qualitative marketing research and consumer metrics. He has conducted research on behalf of a wide range of business, non-profit and social ventures in the UK and Europe.
Caracteristici
- Two chapters devoted to qualitative research to ensure the student fully understands why qualitative research is conducted, how it is conducted and the way in which qualitative data can be analysed.
- A series of Professional Perspectives which illustrate an array of applications and how different techniques combine to support the realities of marketing decision making. These are accompanied by questions and can be used as case studies.
- Links, via the companion website, to a range of software packages, including SPSS, SNAP, Experian and MOSAIC, which are accompanied by exercises to encourage familiarisation.
Caracteristici noi
· First full-colour textbook in this market to motivate students.
· Updates on the substantial changes in the use of databases to support decision-makers.
· More on the nature of Grounded Theory, Content Analysis and Semiotics to give a deeper understanding.
· More on Structural Equation Modelling to enable easier understanding.
· New! Five stimulating Exercises at the end of every chapter encourages individual study or teamwork, both inside and out of the classroom.
· Brand new running case on the marketing research agency Sports Marketing Surveys. The cases highlight their work on Formula 1 racing, Beach Volleyball, the London Marathon and Rugby League.
· More weblinks and a stronger Internet flavour throughout the whole book to keep up-to-date.
· The book comes with a CD containing the very latest versions of powerful Marketing Research software: SNAP and XSight to help students apply the theory.
· Extensive video cases on the book's Companion Website to bring theory into practice.
· Updates on the substantial changes in the use of databases to support decision-makers.
· More on the nature of Grounded Theory, Content Analysis and Semiotics to give a deeper understanding.
· More on Structural Equation Modelling to enable easier understanding.
· New! Five stimulating Exercises at the end of every chapter encourages individual study or teamwork, both inside and out of the classroom.
· Brand new running case on the marketing research agency Sports Marketing Surveys. The cases highlight their work on Formula 1 racing, Beach Volleyball, the London Marathon and Rugby League.
· More weblinks and a stronger Internet flavour throughout the whole book to keep up-to-date.
· The book comes with a CD containing the very latest versions of powerful Marketing Research software: SNAP and XSight to help students apply the theory.
· Extensive video cases on the book's Companion Website to bring theory into practice.