Marketing research : text and cases

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Title:

Author:

Wrenn, Bruce.

ISBN:

9780789027467

9780789027450

Personal Author:

Wrenn, Bruce.

Edition:

2nd ed.

Publication Information:

New York : Best Business Books, c2007.

Physical Description:

xi, 464 p. : ill. ; 22 cm. + 1 CD-ROM (4 3/4 in.)

Contents:

Introduction to marketing research -- Research designs for management decision making -- Secondary data -- Primary data collection -- Measurement -- 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.

Abstract:

"Marketing Research: Text and Cases, Second Edition, the completely updated edition of the classic Haworth textbook, not only takes students step-by-step through cutting-edge design, conducting, and interpreting of market research, but is now updated to include the burgeoning field of Internet surveying. The book provides clear explanations of complex issues and includes a helpful instructors' manual, charts, graphs, figures, sample questionnaires, and case studies which make important points easier to grasp. The practice cases (including an SPSs 11.0 data disk) offer engaging real-world problems that test the student's research and analysis skills."--BOOK JACKET.

Subject Term:

Marketing research.

Marketing research -- Case studies.

Added Author:

Stevens, Robert E., 1942-

Loudon, David L.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168020403123	658.83 W945M 2007	1	Searching... Unknown

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Summary

Teach your students the most effective research strategies--including Internet surveys!

Over the last few years changes in the marketing research process have been dramatic and far-reaching with the emergence of the Internet and other technologies. Marketing Research: Text and Cases, Second Edition, the completely updated edition of the classic Haworth textbook not only takes students step-by-step through cutting-edge design, conducting, and interpreting of market research, but is now updated to include Internet surveying. The topic of marketing research is comprehensively examined, including strategic and tactical decisions, choosing the proper research design, and successfully presenting results. The book provides clear explanations of complex issues and includes helpful charts, graphs, figures, sample questionnaires, and case studies which make important points easier to grasp. The practice cases (including an SPSS 11.0 data disk) offer engaging real-world problems that test the student's research and analysis skills.

Marketing Research: Text and Cases, Second Edition includes the updated and improved instructor's manual, test bank, and PowerPoint slides. A brand-new section details procedures on how to successfully perform and effectively use Internet surveys, and includes a list of online survey providers, bulk email providers, and sample emails to use with online surveys. Stressing a practical, "hands on" project approach to learning, this guide not only prepares students for real-world experiences, but allows practitioners who are preparing market analysis reports needing background material to guide them through the process.

Marketing Research: Text and Cases, Second Edition offers all the course-planning extras you need, including:
thorough instructor's manual
sample syllabus
research project tips, assignments, and forms
test bank with true-false and multiple choice questions
also available: 20-30 PowerPoint slides per chapter

Marketing Research: Text and Cases, Second Edition gives instructors the tools they need for thorough course planning and is an ideal textbook for introductory marketing research courses and for practitioners looking for a guidebook.