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This edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model which is reinforced throughout the text. Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, it also examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data mining and the increasing use of online panels. To strength its 'learning by doing' approach, this edition of integrates Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results. For analysing data, the text covers both SPSS and Excel outputs. Finally, each stage of research reporting is explained, as well as a range of presentation methodologies. This text is indispensible for students studying marketing research in any business or marketing course.
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- PublisherCengage Learning Australia
- Publication date2010
- ISBN 10 0170183343
- ISBN 13 9780170183345
- BindingPaperback
- Edition number2
- Number of pages608
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Marketing Research
Published by
Cengage Learning Australia
(2010)
ISBN 10: 0170183343
ISBN 13: 9780170183345
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Paperback
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Book Description Paperback. Condition: Very Good. Second Asia-Pacific edition. 592 pages. Marketing Research 2nd Asia-Pacific edition contin ues to equip students with the knowledge and skills required to s uccessfully undertake marketing research.Combing a solid theoreti cal foundation with a practical, step-by-step approach, the marke ting research process is explored through a learning model which is reinforced throughout the text.Using a raft of contemporary lo cal and international examples, data sets and case studies to exp lain traditional marketing research methods, Marketing Research a lso examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data m ining and the increasing use of online panels. To strength its 'l earning by doing' approach, this edition of Marketing Research in tegrates Qualtrics: a robust and easy-to-use online survey tool t hat provides students with a platform for designing, distributing and evaluating survey results. For analysing data, the text cove rs both SPSS and EXCEL outputs. Finally, each stage of research r eporting is explained, as well as a range of presentation methodo logies.This text is indispensible for students studying marketing research in any business or marketing course. Seller Inventory # 2670aa
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Marketing Research Second Asia-Pacific Edition
Published by
Cengage Learning Australia, Melbourne Australia
(2011)
ISBN 10: 0170183343
ISBN 13: 9780170183345
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Paperback
Quantity: 1
Seller:
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Book Description Paperback. Condition: Very Good. Second Edition. 592pp This book is in very good condition. Books listed here are not stored at the shop. Please contact us if you want to pick up a book from Newtown. Size: Size F: 8"-9" Tall (203-228mm). Seller Inventory # 136210
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