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How does marketing research affect your daily life? Find out how marketing research processes and results lead to marketing decisions that affect your customers-and you-with Marketing Research: An Aid to Decision-Making. This text teaches you the important issues and methods involved in conducting marketing research and using the findings to manipulate the marketing mix to meet your customers' needs. Reviews of statistics and key marketing concepts help you brush up on the basics as you learn more about marketing research tools and uses. A strong Internet focus keeps you in touch with the latest in marketing research technologies, helping you learn to use the Web to gather market research data more quickly and efficiently, and Excel exercises allow you to hone your skills at using this common spreadsheet application for marketing research.
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Alan T. Shao is Professor of Marketing and the Director of the International Business Program in The Belk College of Business Administration at The University of North Carolina at Charlotte, where he teaches courses at both the graduate and undergraduate level in marketing research, international marketing, marketing management and marketing strategy. He has also taught on the faculties of the University of South Florida, University of Alabama, Kennesaw State University and Norfolk State University. He received his B.S. and M.B.A. degrees from Old Dominion University and his Ph.D. in marketing from the University of Alabama, with a minor in statistics. He is an active member of the American Marketing Association, Academy of International Business, Academy of Marketing Science, Society for Marketing Advances, and the North Carolina World Trade Association. He is presently on the Board of Directors of the North Carolina World Trade Association and the Charlotte World Trade Association. Dr. Shao is past president of the Academy of International Business-U.S. Southeast Region and has lectured at universities throughout the world. He has published more than 80 articles in many of the leading marketing and international marketing journals, as well as proceedings of major regional, national and international conferences. Dr. Shao is co-owner and Senior Vice President of Information Management of Sovidian Business Services, a web site development company and online education center. As an active business consultant, he has conducted marketing research throughout the United States, Asia, and Europe for multinational advertising agencies, financial institutions, sports franchises, technology companies, legal firms, and consumer goods manufacturers. Dr. Shao lives in Charlotte, North Carolina with his wife, Carol, and children, Janine, Victoria and Alan II.Review:
Covers the essentials of marketing research, with solid illustrations.
The Qualitative Research chapter is excellent, the best I've seen.
What I especially like about this text are the learning objectives at the beginning of each chapter.
Text is well written and easy to read.
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Book Description South-Western Publishing, Cincinnati, OH, 1998. Softcover. Condition: New. Brand New Quantity Available: 1. ISBN: 0538881925. ISBN/EAN: 9780538881920. Pictures of this item not already displayed here available upon request. Inventory No: 1560738308. Seller Inventory # 1560738308