000 02253nam a22002537a 4500
008 240502b |||||||| |||| 00| 0 eng d
020 _a9780415899284
040 _cTBS
041 _aeng
050 _aHF5415.2
_b.W74 2013
245 _aThe essentials of marketing research
_c/ Lawrence S. Silver, [and three others].
250 _aThird edition.
260 _aNew York, NY : Routledge, 2013.
300 _ax, 362 pages : illustrations, charts, tables (black and white) ; 25 cm.
504 _aIncludes bibliographical references and index.
505 _aPt. 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.
520 _aIdentifying 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.
650 0 _aMarketing research
_91465
650 0 _aMarket research
_xCase studies
_923463
700 _aWrenn, Bruce
_923464
_eauthor
700 _aStevens, Robert
_923465
_eauthor
700 _aLoudon, David
_923466
_eauthor
942 _2lcc
999 _c4088
_d4088