Written by a highly successful author team with extensive academic and practitioner/managerial background, this text features succinct coverage of marketing research with a managerial orientation. Essentials once again condenses core material into 15 chapters, allowing for easy integration of outside research projects. New features for the second edition include extensive coverage of the Internet and marketing research, as well as updated international examples. This two-color paperback offers a substantial savings over the standard hardcover text while still offering superior quality and depth of coverage.
Marketing Research Essentials
Marketing Research Essentials, 4th Edition is filled with cases, chapter-opening vignettes, marketing research war stories, and ethical dilemmas. The text connects the materials to the real world of marketing research,...
"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.
By focusing on the managerial aspects of marketing research, this book provides you with both the tools to conduct marketing research, as well as those to interpret the results and use them effectively as a manager.
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 ...
Written by marketing research professionals with over 40 years combined experience, this book is packed with the hottest trends, insights, and advances in the field.
Chapter 9 1 Thomas D. Cook and Donald T. Campbell, Experimentation: Design Analysis Issues for Field Settings (Chicago, IL: Rand McNally, 1979). See Claire Selltiz et al., Research in Social Relations, rev. ed.
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. ยป--
Written by marketing research professionals with over 40 years combined experience, this book is packed with the hottest trends, insights, and advances in the field.