Marketing Research, 2009 Ed
- ISBN-10
- 8177227572
- ISBN-13
- 9788177227574
- Category
- Marketing research
- Pages
- 660
- Language
- English
- Published
- 2009-02
- Publisher
- John Wiley & Sons
- Authors
- Dhruv Grewal, A. Parasuraman, R. Krishnan
Description
Based on the authors collective teaching experience of over five decades, the book reinforces the importance and relevance of marketing research through continually reminding students of its applications in the real world. In the new edition of the book, the authors have further incorporated the impact of the Internet and the latest advances in information technology on doing and using marketing research. The coverage is aimed at benefiting both potential research users as well as those who wish to consider marketing research as a career. Part 1: Introduction to Marketing Research1. The Nature and Scope of Marketing Research2. The Marketing Research Process3. Types of Marketing ResearchPart 2: Data Collection: Types and Methods4. Secondary Data5. Using Geographic Information Systems for Marketing Research6. Primary Data Collection7. Qualitative Research8. Experimentation in Marketing ResearchPart 3: Data Collection: Measurement Instruments and Sampling9. Measurement and Scaling10. Questionnaire Design11. Sampling FoundationsPart 4: Data Analysis12. Quality Control and Initial Analysis of Data13. Hypothesis Training14. Examining Associations: Correlation and Regression15. Overview of Other Multivariate TechniquesPart 5: Communicating with Research Users16. Presenting Research Results
Get the book
Similar books
-
Research for Marketing Decisions
By Paul E. Green, Donald S. TullResearch for Marketing Decisions
-
Review of Marketing Research
By Naresh K. MalhotraThis book includes literature reviews, methodologies, empirical studies, trends, international developments, guidelines for implementation, and suggestions for theory development and testing.
-
Exploring Marketing Research
By Barry J. Babin, William G. Zikmund... Product Assistant: Jamie Mack Marketing Manager: Jeff Tousignant Marketing Coordinator: Christopher P. Walz Manufacturing Planner: Ron Montgomery Art and Cover Direction, Production Management and Composition: Lumina Datamatics, ...
-
Conducting Market Research for International Business
By John Riesenberger, S. Tamer CavusgilThis practical guide leads you through all the issues you will face in developing new marketing opportunities in foreign markets.
-
Marketing Research Methods: Quantitative and Qualitative Approaches
By Mercedes Esteban-Bravo, Jose M. Vidal-SanzDirect 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, ...
-
Marketing Research
Marketing Research
-
Marketing Research
By David A. AakerNew 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.
-
Essentials of Marketing Research
By Joseph F. Hair, David J. Ortinau, Mary CelsiThe text gives students a strong command of market-research principles while being concise enough to use alongside cases or projects. ยป--
-
Marketing Research
By Jan Wiid, Colin Diggines4 Cooper , DR & Emory , CW . 1995. Business research methods . 5th edition . Boston : Irwin . p269-270 ; Boyd HW , Westfall , R & Stasch , SF . 1989. Marketing research : text and cases . Irwin : Boston . p211212 .
-
Sensory Marketing: Research on the Sensuality of Products
By Aradhna KrishnaThe book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.