Marketing Research: Asia-Pacific Edition

Marketing Research: Asia-Pacific Edition
ISBN-10
017036982X
ISBN-13
9780170369824
Series
Marketing Research
Category
Marketing research
Pages
656
Language
English
Published
2017-01-01
Publisher
Cengage AU
Authors
Barry J. Babin, Steve D'Alessandro, Ben Lowe

Description

Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research.Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text.Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition of Marketing Research continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results, to strengthen its 'learning by doing' approach. For analysing data, the text covers both SPSS and EXCEL outputs. This text is indispensable for students studying marketing research in any business or marketing course.

Get the book

Amazon.com
Amazon.com
Search the book
eBay.com
eBay.com
Search the book

Other editions

Similar books

  • Marketing Research
    Marketing Research
    By David A. Aaker

    New to This Edition Chapters have been significantly updated with newer and more recent business examples, and industry statistics Focuses on the current trends in marketing intelligence.

  • Marketing Research 3E
    Marketing Research 3E
    By Nargundkar

    Marketing Research 3E

  • Marketing Research: A Practical Approach
    Marketing Research: A Practical Approach
    By Bonita Kolb

    Balancing the fundamental quantitative methodologies and theoretical structures with practical applications of qualitative techniques, this book is ideal for the novice researcher, and for those more familiar with the discipline.

  • Qualitative Consumer and Marketing Research
    Qualitative Consumer and Marketing Research
    By Russell Belk, Eileen Fischer, Robert V Kozinets

    Whatever your background, this book will help you become a better researcher and help your research come alive for others.

  • The Rise of Marketing and Market Research
    The Rise of Marketing and Market Research
    By H. Berghoff, P. Scranton, U. Spiekermann

    This volume serves up a combination of broad questions, theoretical approaches, and manifold case studies to explore how people have sought to understand markets and thereby reduce risk, whether they have approached this challenge with a ...

  • R for Marketing Research and Analytics
    R for Marketing Research and Analytics
    By Chris Chapman, Elea McDonnell Feit

    This book is a complete introduction to the power of R for marketing research practitioners.

  • Essentials of Marketing Research: Putting Research Into Practice
    Essentials of Marketing Research: Putting Research Into Practice
    By Kenneth E. Clow, Karen E. James

    As a result, a newer, trimmer version of the marketing research report is being used by many companies. This executive-ready report is based on four principles: conciseness, adaptability, readability, and balance.2 Smartphones and email ...

  • The Business of Marketing Research
    The Business of Marketing Research
    By Marco Vriens, Douwe Rademaker, Rogier Verhulst

    The text familiarizes students with foundational knowledge and skills, features ample practical examples and anecdotes, and is steeped and grounded in academic rigor.

  • Marketing Research
    Marketing Research
    By David Ortinau, Robert Bush, Joseph

    This new edition was written to meet the needs of students through additional coverage of qualitative methods, emphasis on applied research projects as well as cases studies or exercises at the end of the chapters.

  • Marketing Research Methods: Quantitative and Qualitative Approaches
    Marketing Research Methods: Quantitative and Qualitative Approaches
    By Mercedes Esteban-Bravo, Jose M. Vidal-Sanz

    Direct questioning is not only relevant for research purposes, but also for amusement and human exploration. One early inspirational example is the Proust Questionnaire, famously proposed to Marcel Proust by Antoinette Faure, ...