Marketing Research: State-of-the-Art Perspectives - Hardcover

Chakrapani, Chuck

Hardcover

ISBN 10: 0877572836 ISBN 13: 9780877572831

Publisher: South-Western Educational Pub, 2000

Synopsis

This is an authoritative, twenty-first-century guide to marketing research practices. This book is the voice of marketing research experts at the turn of the millenium. It collects insights from the best-known practitioners and academics in the world, including authors from the U.S., Canada, England, Scotland, and Australia. Each chapter is written by a specialist in the topic area. So the book provides state-of-the-art coverage of a spectrum of marketing research topics including the process from data to knowledge, the current practice of marketing research, and the variety of specialized forms of research. It also offers perspectives on issues of particular importance to the Information Age, such as Internet research and computer-aided qualitative data analysis.

About this title

From the Inside Flap:

The age of information is in full swing. Marketing research is at the forefront of collecting, analyzing, and interpreting information that is relevant to management and marketing decision making. Its scope ranges from simple data collection to complex decision-making models.

Marketing Research: State-of-the-Art Perspectives contains expert insight into marketing research as it is practiced in the twenty-first century from the best-known practitioners and academics in the world. Each chapter is written by an expert with specialized knowledge of the area. Topics are broken down into six main sections:

"Discovering Lawlike Relationships"--exploring marketing research as a discipline and as a source of knowledge.

"Gathering Data"--data collection methods, sampling techniques, qualitative research techniques, and Internet research.

"Analyzing Data"--basic, advanced, and computer-aided quatitative data analysis.

"Searching for Structure"--marketing-mix analysis, market segmentation, and database and data mining techniques.

"Exploring Extension"--opinion research and political polling, advertising research, pricing research, and international marketing research.

"Envisioning the Future."

Whether you are an experienced marketer looking for a contemporary, state-of-the-art marketing research reference or a beginner in need of an introduction, you'll want these experts at your fingertips.

About the Author:

Chuck Chakrapani is Chief Executive Officer of Millward Brown Goldfarb, President of Standard Research Systems, Adjunct Professor at the DeGroote School of Business at McMaster University, and former Executive Director and President of the PMRS.

About this edition

• Publisher: South-Western Educational Pub
• Publication date: 2000
• ISBN 10: 0877572836
• ISBN 13: 9780877572831
• Binding: Hardcover
• Number of pages: 667