Revised edition of Marketing research, 2012.
This important text provides the first collection of the most sophisticated research techniques found in the discipline. It contains summaries of cutting-edge methods and original ideas certain to shape research in the years ahead.
Marketing Research: Online Research Applications
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.
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.
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-to-Business Research Landscape -- Managing Business-to-Business Market Research -- Secondary Sources of Information -- Marketing Databases -- Analytical Tools -- Designing Survey Research -- Fielding Survey Research -- ...
Open the book and find: How marketing research can (and can't) help you Questions to ask when gathering data Strategies for analyzing results When to call in outside expertise The strengths and weaknesses of surveys Tips for avoiding errors ...
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, ...
Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research.
Marketing Research, 3/e takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is unique from any other...