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The essentials of marketing research / Lawrence S. Silver, [and three others].

Contributor(s): Material type: TextTextLanguage: English Publication details: New York, NY : Routledge, 2013.Edition: Third edition. Description: x, 362 pages : illustrations, charts, tables (black and white) ; 25 cm.ISBN:
  • 9780415899284
Subject(s): LOC classification:
  • HF5415.2  .W74 2013
Contents:
Pt. 1. The marketing process and decision making — 1. Introduction to marketing research — 2. Ethics in marketing research — pt. 2. Secondary data and research designs — 3. Secondary data — 4. Research designs: exploratory and qualitative research — 5. Research designs : descriptive and causal research — pt. 3. Measurement, data collection and sampling — 6. Measurement — 7. Primary data collection — 8. Designing the data-gathering instrument — 9. Sampling methods and sample size — 10. Fielding the data-gathering instrument — pt. 4. Data analysis and reporting — 11. Analyzing and interpreting data for decisions — 12. Advanced data analysis — 13. The research report — pt. 5. Cases.
Summary: Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy. The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining ; Internet marketing research ; Qualitative and exploratory research ; Statistical analysis ; Marketing research ethics. With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book TBS Barcelona Libre acceso HF5415.2 SIL (Browse shelf(Opens below)) 1 Available B02716

Includes bibliographical references and index.

Pt. 1. The marketing process and decision making — 1. Introduction to marketing research — 2. Ethics in marketing research — pt. 2. Secondary data and research designs — 3. Secondary data — 4. Research designs: exploratory and qualitative research — 5. Research designs : descriptive and causal research — pt. 3. Measurement, data collection and sampling — 6. Measurement — 7. Primary data collection — 8. Designing the data-gathering instrument — 9. Sampling methods and sample size — 10. Fielding the data-gathering instrument — pt. 4. Data analysis and reporting — 11. Analyzing and interpreting data for decisions — 12. Advanced data analysis — 13. The research report — pt. 5. Cases.

Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy.
The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including: Secondary research and data mining ; Internet marketing research ; Qualitative and exploratory research ; Statistical analysis ; Marketing research ethics.
With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.

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