"First, in the last few years, data collection has migrated quickly to online approaches, and by 2019 represented more than 60 percent of all data collection methods. The movement to online methods of data collection has necessitated the addition of considerable new material on this topic. The chapters on sampling, measurement and scaling, questionnaire design, and preparation for data analysis all required new guidelines on how to deal with online related issues. Social media monitoring and marketing research online communities are expanding research methods and are addressed in our chapter on qualitative and observational research. Second, to enhance student analytical skills we added additional variables on social media activities to the continuing case on the Santa Fe Grill and Jose's Southwestern Café. Also, there is now a separate data set based on a survey of the employees of the Santa Fe Grill. Findings of the Santa Fe Grill customer and employee data sets are related and can be compared qualitatively to obtain additional insights. The competitor data for the continuing case enables students to make comparisons of customer experiences in each of the two restaurants and to apply their research findings in devising the most effective marketing strategies for the Santa Fe Grill. We also added a new data set in Chapter 13 on communicating marketing research findings. The data set reflects the attitudes and opinions of students in our classes about advertising and types of media"--
Arthur C. Doyle, owner of Professional Home Inspection (PHI), found himself rather depressed. The community where he lived and operated his business had experienced a huge surge in existing home sales during the past five years, ...
The text gives students a strong command of market-research principles while being concise enough to use alongside cases or projects. »--
First, in the last few years, data collection has migrated quickly to online approaches, and by 2019 represented more than 60 percent of all data collection methods.
Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary...
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 ...
This text provides a better teaching and learning experience–for you and your students.
Focused on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module.
37 Smith, A., R. Bolton, and J. Wagner (1999), “A Model of Customer Satisfaction with Service Encounters Involving Failure and Recovery,” Journal of Marketing Research, 36 (August), 356– 372. Bolton, R. and T. M. Bronkhorst (1991), ...
Essentials of Marketing Research
Essentials of Marketing Research delivers a concise, up-to-date review of a broad variety of marketing research topics.