Marketing Research, European Edition

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9780077117061: Marketing Research, European Edition
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This first European edition of Marketing Research, by Eric Shui, Joseph Hair, Robert Bush and David Ortinau provides students with a comprehensive introduction to the practice and importance of marketing research in the business world. Written to meet the needs of students, the authors have brought together rigorous theory with applications to nurture the students' ability to apply research principles to real marketing scenarios. The text takes students step by step through the research process to help them structure their own successful research project. Beginning by outlining the principles of qualitative and quantitative research methods, the text guides students through the process of ensuring their questionnaire design obtains accurate data, and finally concludes with a full section on preparing, analyzing and presenting their data. Key features of this edition include: Balanced coverage of qualitative and quantitative research methods, giving clear instructions on managing interviews and focus groups and also how to conduct surveys, experimental and test marketing European and global examples and cases, including Adidas, Guinness, Nokia and Second Life A wealth of pedagogical features including review and discussion questions. These features are designed to aid learning and make the subject more accessible for students The book contains a unique continuing case about a bustling city restaurant called Jimmy Spice's. The case explores how the owner researches his customer base and how he interprets and analyses the results of his surveys and interviews, helping students to understand how they can plan their own research project Illustrations of how new technology is being used and how it will help to shape marketing research in the future Additional sample databases for use in class assignments. Fully integrated throughout, these datasets support the research projects and cases discussed in the text. Each database works with SPSS to create an activity for students to complete as they work through the text

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From the Publisher:

This text embodies a process approach, introducing students to an 11 step marketing research process in Chapter 3. It stresses the contemporary practice of marketing research by highlighting technological change, methodological innovation, global implications, and ethical issues. By integrating SPSS for Windows Student Version, the text familiarizes students with one of the most widely adopted statistical analysis programs available. A standard in the marketing research industry, SPSS is used by over forty of the top 50 marketing research firms in the United States.

From the Back Cover:

Key Benefit: Constructed around a logical 11-step framework for market research activities, this book presents the basics of market research. Key Topics: Written in a conversational tone with an effective, intuitive style, this book covers all the basics of marketing research with a variety of timely examples. The second edition of Marketing Research has been revised to include the latest information, many more examples, and tie-ins to the Internet where appropriate. It also includes updates of Marketing Research Insights; Global Marketing Research Insights; and Ethical Issues in Marketing Research. Market: A valuable reference of marketing research for all professional marketers, including researchers, marketing professionals, and advertising professionals.

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Robert Bush; David Ortinau; Jr., Joseph Hair; Eric Shiu
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