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Author : Donald S. Tull
Publisher :
ISBN 13 :
Total Pages : 196 pages
Book Rating : 4.4/5 (91 download)
Download or read book Marketing Research: Meaning, Measurement, Method written by Donald S. Tull and published by . This book was released on 1976 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Kenneth E. Clow
Publisher : SAGE
ISBN 13 : 1412991307
Total Pages : 521 pages
Book Rating : 4.4/5 (129 download)
Download or read book Essentials of Marketing Research written by Kenneth E. Clow and published by SAGE. This book was released on 2013-01-09 with total page 521 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Madhu Viswanathan
Publisher : SAGE
ISBN 13 : 9781412906425
Total Pages : 460 pages
Book Rating : 4.9/5 (64 download)
Download or read book Measurement Error and Research Design written by Madhu Viswanathan and published by SAGE. This book was released on 2005-02-10 with total page 460 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Measurement Error and Research Design is an ideal text for research methods courses across the social sciences, especially those in which a primer on measurement is needed. For the novice researcher, this book facilitates understanding of the basic principles required to design measures and methods for empirical research. For the experienced researcher, this book provides an in-depth analysis and discussion of the essence of measurement error and the procedures to minimize it. Most important, the book's unique approach bridges measurement and methodology through clear illustrations of the intangibles of scientific research."--BOOK JACKET.
Author : Rajiv Grover
Publisher : SAGE
ISBN 13 : 141290997X
Total Pages : 721 pages
Book Rating : 4.4/5 (129 download)
Download or read book The Handbook of Marketing Research written by Rajiv Grover and published by SAGE. This book was released on 2006-06-23 with total page 721 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Author : Mario Mazzocchi
Publisher : SAGE
ISBN 13 : 1446204014
Total Pages : 433 pages
Book Rating : 4.4/5 (462 download)
Download or read book Statistics for Marketing and Consumer Research written by Mario Mazzocchi and published by SAGE. This book was released on 2008-05-22 with total page 433 pages. Available in PDF, EPUB and Kindle. Book excerpt: Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well as showing how they are applied. The book is accompanied by two real data sets to replicate examples and with exercises to solve, as well as detailed guidance on the use of appropriate software including: - 750 powerpoint slides with lecture notes and step-by-step guides to run analyses in SPSS (also includes screenshots) - 136 multiple choice questions for tests This is augmented by in-depth discussion of topics including: - Sampling - Data management and statistical packages - Hypothesis testing - Cluster analysis - Structural equation modelling
Author : Marilyn Stone
Publisher : Routledge
ISBN 13 : 1134197446
Total Pages : 505 pages
Book Rating : 4.1/5 (341 download)
Download or read book Fundamentals of Marketing written by Marilyn Stone and published by Routledge. This book was released on 2007-01-24 with total page 505 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www.routledge.com/textbooks/9780415370974
Author : Martin Eisend
Publisher : Springer
ISBN 13 : 3030107949
Total Pages : 242 pages
Book Rating : 4.0/5 (31 download)
Download or read book Research Methodology in Marketing written by Martin Eisend and published by Springer. This book was released on 2019-03-01 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: This textbook describes and explains the fundamentals of applying empirical methods for theory building and theory testing in marketing research. The authors explain the foundations in philosophy of science and the various methodological approaches to readers who are working empirically with the purpose of developing and testing theories in marketing. The primary target group of the book are graduate students and PhD students who are preparing their empirical research projects, e.g. for a master thesis or a dissertation.
Author : Jan Wiid
Publisher : Juta and Company Ltd
ISBN 13 : 9780702177446
Total Pages : 282 pages
Book Rating : 4.1/5 (774 download)
Download or read book Marketing Research written by Jan Wiid and published by Juta and Company Ltd. This book was released on 2009 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written for introductory marketing classes, this text explains what information is needed to plan and implement a successful marketing campaign and how to find that data. Including details on finding such relevant facts as the size of a potential market, the shopping and buying habits of consumers in that market, and the competitive and environmental factors that may affect a campaign, this primer will guide readers to become savvy marketing managers.
Author : Scott M. Smith
Publisher : SAGE
ISBN 13 : 9780761988526
Total Pages : 910 pages
Book Rating : 4.9/5 (885 download)
Download or read book Fundamentals of Marketing Research written by Scott M. Smith and published by SAGE. This book was released on 2005 with total page 910 pages. Available in PDF, EPUB and Kindle. Book excerpt: Fundamentals of Marketing Research covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.
Author : Natalie L. Sproull
Publisher : Scarecrow Press
ISBN 13 : 9780810844865
Total Pages : 456 pages
Book Rating : 4.8/5 (448 download)
Download or read book Handbook of Research Methods written by Natalie L. Sproull and published by Scarecrow Press. This book was released on 2002 with total page 456 pages. Available in PDF, EPUB and Kindle. Book excerpt: A concise reference for researchers, managers and administrators who make research-based decisions, and for students. It covers the entire research process, from variables to final report. Special features include a glossary of terms, a summary of 14 types of instruments with examples, a research proposal checklist, flowcharts for selecting appropriate statistical tests, and a flowchart for the entire research process, with alternatives at each decision point. This edition (first was 1988) adds a chapter overview of multivariate techniques. Annotation copyright by Book News, Inc., Portland, OR
Author : John R. Rossiter
Publisher : Springer Science & Business Media
ISBN 13 : 1441971580
Total Pages : 174 pages
Book Rating : 4.4/5 (419 download)
Download or read book Measurement for the Social Sciences written by John R. Rossiter and published by Springer Science & Business Media. This book was released on 2010-11-25 with total page 174 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book proposes a revolutionary new theory of construct measurement – called C-OAR-SE – for the social sciences. The acronym is derived from the following key elements: construct definition; object representation; attribute classification; rater entity identification; selection of item type; enumeration and scoring. The new theory is applicable to the design of measures of constructs in: • Management • Marketing • Information Systems • Organizational Behavior • Psychology • Sociology C-OAR-SE is a rationally rather than empirically-based theory and procedure. It can be used for designing measures of the most complex and also the most basic constructs that we use in social science research. C-OAR-SE is a radical alternative to the traditional empirically-based psychometric approach, and a considerable amount of the book’s content is devoted to demonstrating why the psychometric approach does not produce valid measures. The book argues that the psychometric approach has resulted in many misleading findings in the social sciences and has led to erroneous acceptance – or rejection – of many of our main theories and hypotheses, and that the C-OAR-SE approach to measurement would correct this massive problem. The main purpose of this book is to introduce and explain C-OAR-SE construct measurement theory in a way that will be understood by all social science researchers and that can be applied to designing new, more valid measures. Featuring numerous examples, practical applications, end-of-chapter questions, and appendices, the book will serve as an essential resource for students and professional researcher alike.
Author : S.L. Gupta
Publisher : Excel Books India
ISBN 13 : 9788174463456
Total Pages : 620 pages
Book Rating : 4.4/5 (634 download)
Download or read book Marketing Research written by S.L. Gupta and published by Excel Books India. This book was released on 2004-05 with total page 620 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Research is designed to serve as a textbook on marketing research and design for people studying or pursuing the discipline of management. The book contains Indian examples on Product Research, Consumer Research, Motivation Research, etc. It also includes more than 50 cases which would enable the reader in understanding even the most complex multivariate technique in a very simple manner.The book contains 20 chapters with computer based approach, the SPSS/PCT system, the use of which has also been described in this book. The content of the book makes it equally useful for both basic and advance course in Marketing Research. It is indispensable for students of MBA, M.Com, MBE, BBA, BBS, BCA, PGDBM, MCA, M Tech and practising marketing managers. It is a valuable reference source for research agencies.
Author : Donald S. Tull
Publisher :
ISBN 13 :
Total Pages : 760 pages
Book Rating : 4.X/5 (1 download)
Download or read book Marketing Research written by Donald S. Tull and published by . This book was released on 1976 with total page 760 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Marko Sarstedt
Publisher : Emerald Group Publishing
ISBN 13 : 1780520948
Total Pages : 252 pages
Book Rating : 4.7/5 (85 download)
Download or read book Measurement and Research Methods in International Marketing written by Marko Sarstedt and published by Emerald Group Publishing. This book was released on 2011-08-23 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Addresses issues pertaining to measurement and research methodology in an international marketing context. This title also addresses a range of subjects including response-bias in cross-cultural research, problems with cultural distance measures, and construct specification. It focuses on the development and application of novel research methods.
Author : Nigel Piercy
Publisher : Routledge
ISBN 13 : 1317645359
Total Pages : 242 pages
Book Rating : 4.3/5 (176 download)
Download or read book Managing Marketing Information (RLE Marketing) written by Nigel Piercy and published by Routledge. This book was released on 2014-09-15 with total page 242 pages. Available in PDF, EPUB and Kindle. Book excerpt: A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market research techniques but also shows how research techniques should fit into a broader market information system which is skilfully and intelligently designed to suit the particular corporate context.
Author : Ramanuj Majumdar
Publisher : New Age International
ISBN 13 : 9788122403381
Total Pages : 386 pages
Book Rating : 4.4/5 (33 download)
Download or read book Marketing Research - Text, Applications And Case Studies written by Ramanuj Majumdar and published by New Age International. This book was released on 2007 with total page 386 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Handbook Clearly Explains The Basic Principles Of Engineering Drawing And Highlights The Essential And Advanced Features Of Modern Draughting Practice. The Basic Emphasis Is Towards Providing Practical Guidelines For The Making Of Reliable Industrial Drawings.In A Systematic Manner, The Book Presents: * The Various Procedures Governing Engineering Drawing * Material Specifications Of Common Engineering Components * Incorporation Of Machining Symbols * Assignment Of Proper Fits And Tolerances * Mensuration For Calculating Volume And Mass * Ways Of Overcoming Common Problems And Pitfalls * Relevant Indian Standards And Iso SpecificationsWritten Completely In Si Units, This Is A Self-Sufficient Handbook For Engineering Draughts Men And Designers.
Author : Alison Lawson
Publisher : Routledge
ISBN 13 : 1317550374
Total Pages : 497 pages
Book Rating : 4.3/5 (175 download)
Download or read book Alternative Market Research Methods written by Alison Lawson and published by Routledge. This book was released on 2016-09-13 with total page 497 pages. Available in PDF, EPUB and Kindle. Book excerpt: Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market sensing is a new approach that enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This book, the first text dedicated to the topic, explains market sensing simply and practically and demonstrates how it can benefit researchers. It teaches non-mainstream and alternative research methods which facilitate innovative research design, and achieves deep insights into the mindsets of consumers. The methods explored in this book include: emotional scaling ; discourse analysis; consumer ethnography; social media networks; narrative and story telling; gamification. With a wealth of case studies and pedagogy to aid student learning, as well as online teaching aids including PowerPoint presentations and video content, this ground-breaking textbook is an essential resource for anyone that wants to expand their repertoire of marketing research methods to create a research project that will be original and insightful.
