| Description |
xxiv, 575 pages. : McGraw Hill Education (Australia) Pty Limited, ; 26 cm |
| Contents |
Ch. 1. Overview of marketing research -- pt. 1. Marketing research step 1 : determining the scope for marketing research -- ch. 2. Decision problems, research questions, research objectives and information value -- ch. 3. Primary data or secondary data : a case for the latter -- pt. 2. Marketing research step 2 : selecting the research method -- ch. 4. Interviews -- ch. 5. Focus groups -- ch. 6. Observation and its variants -- ch. 7. Making sense of qualitative data -- ch. 8. Surveys -- ch. 9. Experiments and test markets -- ch. 10. Sampling -- ch. 11. Construct measurement -- ch. 12. Questionnaires and supplements -- pt. 3. Marketing research step 3 : collecting and preparing the data -- ch. 13. Coding, editing and presenting data, and preliminary data analysis -- pt. 4. Marketing research step 4 : analysing the data -- ch.14. Data analysis : testing for difference -- ch. 15. Data analysis : testing for association -- ch. 16. Data analysis : testing for interdependence -- pt. 5. Marketing research step 5 : transforming the analysis results into information -- ch. 17. Preparing the marketing research report and its presentation -- pt. 6. Managing customer value with marketing research -- ch. 18. Information-driven technology and the research process |
| Summary |
This is a concise approach to the dynamic field of marketing research. It provide a comprehensive and managerially relevant discussion of the key principles in marketing research. The text is packed with real-world examples of industry experience demonstrating the value of marketing research to strategic marketing decision making. This book offer students the marketing research tools and skills necessary to solve business decision problems. Students have access to theory, cases, exercises and artwork with well-structured, clear and accessible writing |
| Notes |
Previous edition: 2011 |
| Bibliography |
Includes bibliographies and index |
| Subject |
Marketing research -- Textbooks.
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Marketing research.
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Marketing -- Cross-cultural studies.
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Marketing -- Management -- Handbooks, manuals, etc.
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Marketing -- Management.
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| Genre/Form |
Textbooks.
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Handbooks and manuals.
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| Author |
Lee-Lukas, Sharon, author
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Lukas, Bryan, author
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Roberts, Ken, author
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| ISBN |
9781743078761 (paperback) |
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