The essentials of marketing research

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Title:

Author:

Silver, Lawrence S., 1948-

ISBN:

9780415899291

9780415899284

9780203182598

Edition:

3rd ed.

Publication Information:

New York : Routledge, 2013.

Physical Description:

ix, 362 p. : ill. ; 26 cm.

General Note:

Rev. ed. of: Marketing research : text and cases / Bruce Wrenn, Robert E. Stevens, David L. Loudon. 2nd ed.

Contents:

Machine generated contents note: pt. I The Marketing Research Process and Decision Making -- 1.Introduction to Marketing Research -- 2.Ethics in Marketing Research -- pt. II Secondary Data and Research Designs -- 3.Secondary Data -- 4.Research Designs: Exploratory and Qualitative Research -- 5.Research Design: Descriptive and Causal Research -- pt. III Measurement, Data Collection, and Sampling -- 6.Measurement -- 7.Primary Data Collection -- 8.Designing the Data-gathering Instrument -- 9.Sampling Methods and Sample Size -- 10.Fielding the Data-gathering Instrument -- pt. IV Data Analysis and Reporting -- 11.Analyzing and Interpreting Data for Decisions -- 12.Advanced Data Analysis -- 13.The Research Report -- pt. 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 --

Contents note continued: 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 School -- Case 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.

Abstract:

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. This book guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining ; Internet marketing research ; Qualitative and exploratory research ; Statistical analysis and Marketing research ethics. With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.

Subject Term:

Marketing research.

Marketing research -- Case studies.

Added Author:

Silver, Lawrence S., 1948-

Wrenn, Bruce. Marketing research.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025589603	658.83 S587E 2013	1	Searching... Unknown

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Summary

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 mining Internet marketing research Qualitative and exploratory research Statistical analysis Marketing research ethics

With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.