The Essentials of Marketing Research

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 miningInternet marketing researchQualitative and exploratory researchStatistical analysisMarketing research ethicsWith learning objectives at the beginning of each

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Year of publication:	2012 ; 3rd ed
Authors:	Silver, Lawrence S.
Other Persons:	Stevens, Robert E. (contributor) ; Wrenn, Bruce (contributor) ; Loudon, David L. (contributor)
Publisher:	Hoboken : Taylor and Francis
Subject:	Marktforschung \| Market research \| Statistische Methode \| Statistical method
Description of contents:	Table of Contents [external.dandelon.com]

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Extent:	365 p.
Type of publication:	Book / Working Paper
Language:	English
Notes:	Description based upon print version of record 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 Size10 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, Inc. Case 13 St John's SchoolCase 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 9 Sampling Methods and Sample Size10 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, Inc Introduction to marketing researchEthics in marketing research -- Secondary data -- Research designs : exploratory and qualitative research -- Research design : descriptive and causal research -- Measurement -- Primary data collection -- Designing the data-gathering instrument -- Sampling methods and sample size -- Fielding the data-gathering instrument -- Analyzing and interpreting data for decisions -- Advanced data analysis -- The research report -- Cases.
ISBN:	978-1-136-59324-6 ; 978-0-203-18259-8 ; 978-0-415-89928-4 ; 978-0-415-89929-1 ; 978-0-415-89929-1
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10011828912