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 Authors: Kenneth E. Clow and Karen E. James Pub Date: January 2013 Pages: 520 |
About the BookEssentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the “how-to” and “so what” of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Instructor Teaching SiteThis site is password protected Please read the information to your right. To access the site, click on the sign in button on the right hand side below. This site is designed to help create a significant learning opportunity for your students by encouraging active participation, experience and reflection. Student Study SiteThis Student Study Site is intended to enhance students' understanding of Essentials of Marketing Research. Please note that all the materials on this site are especially geared toward maximizing the potential for maximizing your understanding of the material. |
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