Fundamentals of Marketing Research PDF Download
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Author: Scott M. Smith
Publisher: SAGE
ISBN: 9780761988526
Category : Business & Economics
Languages : en
Pages : 910
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Book Description
Fundamentals of Marketing Research covers the fundamentals of research, including all the basic elements of method, techniques and analysis. The presentation is from primarily a pragmatic and user-oriented perspective which aides the student to evaluate the research presented to them. It explores cutting-edge technologies and new horizons while assuring students have a thorough grasp of research fundamentals. It contains a wealth of modern methods and techniques not found in competing texts; provides numerous illustrative cases at the end of each section; integrates international marketing research throughout instead of placing it in a separate chapter; has a full chapter devoted to the essential topic of online research.
Author: Kenneth E. Clow
Publisher: SAGE
ISBN: 1412991307
Category : Business & Economics
Languages : en
Pages : 521
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Book Description
Essentials 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. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing.
Author: Joseph F. Hair
Publisher: McGraw-Hill/Irwin
ISBN:
Category : Business & Economics
Languages : en
Pages : 404
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Book Description
Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.
Author: Mario Mazzocchi
Publisher: SAGE
ISBN: 1446204014
Category : Business & Economics
Languages : en
Pages : 433
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Book Description
Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well as showing how they are applied. The book is accompanied by two real data sets to replicate examples and with exercises to solve, as well as detailed guidance on the use of appropriate software including: - 750 powerpoint slides with lecture notes and step-by-step guides to run analyses in SPSS (also includes screenshots) - 136 multiple choice questions for tests This is augmented by in-depth discussion of topics including: - Sampling - Data management and statistical packages - Hypothesis testing - Cluster analysis - Structural equation modelling
Author: Marko Sarstedt
Publisher: Springer
ISBN: 9783642539640
Category : Business & Economics
Languages : en
Pages : 347
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Book Description
This accessible, practice-oriented and compact text provides a hands-on introduction to market research. Using the market research process as a framework, it explains how to collect and describe data and presents the most important and frequently used quantitative analysis techniques, such as ANOVA, regression analysis, factor analysis and cluster analysis. The book describes the theoretical choices a market researcher has to make with regard to each technique, discusses how these are converted into actions in IBM SPSS version 22 and how to interpret the output. Each chapter concludes with a case study that illustrates the process using real-world data. A comprehensive Web appendix includes additional analysis techniques, datasets, video files and case studies. Tags in the text allow readers to quickly access Web content with their mobile device. The new edition features: Stronger emphasis on the gathering and analysis of secondary data (e.g., internet and social networking data) New material on data description (e.g., outlier detection and missing value analysis) Improved use of educational elements such as learning objectives, keywords, self-assessment tests, case studies, and much more Streamlined and simplified coverage of the data analysis techniques with more rules-of-thumb Uses IBM SPSS version 22
Author: Robert P Burns
Publisher: SAGE
ISBN: 1446204766
Category : Business & Economics
Languages : en
Pages : 557
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Book Description
Ideal for those with a minimum of mathematical and statistical knowledge, Business Research Methods and Statistics Using SPSS provides an easy to follow approach to understanding and using quantitative methods and statistics. It is solidly grounded in the context of business and management research, enabling students to appreciate the practical applications of the techniques and procedures explained. The book is comprehensive in its coverage, including discussion of the business context, statistical analysis of data, survey methods, and reporting and presenting research. A companion website also contains four extra chapters for the more advanced student, along with PowerPoint slides for lecturers, and additional questions and exercises, all of which aim to help students to: - Understand the importance and application of statistics and quantitative methods in the field of business - Design effective research studies - Interpret statistical results - Use statistical information meaningfully - Use SPSS confidently
Author: Bernard Rosner
Publisher: Cengage Learning
ISBN: 9781305268920
Category : Mathematics
Languages : en
Pages : 0
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Book Description
Bernard Rosner's FUNDAMENTALS OF BIOSTATISTICS is a practical introduction to the methods, techniques, and computation of statistics with human subjects. It prepares students for their future courses and careers by introducing the statistical methods most often used in medical literature. Rosner minimizes the amount of mathematical formulation (algebra-based) while still giving complete explanations of all the important concepts. As in previous editions, a major strength of this book is that every new concept is developed systematically through completely worked out examples from current medical research problems. Most methods are illustrated with specific instructions as to implementation using software either from SAS, Stata, R, Excel or Minitab. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Author: Andy Field
Publisher: SAGE
ISBN: 152644030X
Category : Social Science
Languages : en
Pages : 2026
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Book Description
With an exciting new look, math diagnostic tool, and a research roadmap to navigate projects, this new edition of Andy Field’s award-winning text offers a unique combination of humor and step-by-step instruction to make learning statistics compelling and accessible to even the most anxious of students. The Fifth Edition takes students from initial theory to regression, factor analysis, and multilevel modeling, fully incorporating IBM SPSS Statistics© version 25 and fascinating examples throughout. SAGE edge offers a robust online environment featuring an impressive array of free tools and resources for review, study, and further exploration, keeping both instructors and students on the cutting edge of teaching and learning. Course cartridges available for Blackboard, Canvas, and Moodle. Andy Field is the award winning author of An Adventure in Statistics: The Reality Enigma and is the recipient of the UK National Teaching Fellowship (2010), British Psychological Society book award (2006), and has been recognized with local and national teaching awards (University of Sussex, 2015, 2016).
Author: Steve D'Alessandro
Publisher: Cengage AU
ISBN: 0170438961
Category : Business & Economics
Languages : en
Pages : 650
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Book Description
Marketing Research, 5e equips 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 that is constantly reinforced throughout the text. Using local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. For analysing data, the text covers both SPSS and Excel outputs. This text is indispensable for students studying marketing research in any business or marketing course. Premium online teaching and learning tools are available on the MindTap platform. Learn more about the online tools cengage.com.au/mindtap
Author: Daniel Navarro
Publisher: Lulu.com
ISBN: 1326189727
Category : Computers
Languages : en
Pages : 617
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Book Description
"Learning Statistics with R" covers the contents of an introductory statistics class, as typically taught to undergraduate psychology students, focusing on the use of the R statistical software and adopting a light, conversational style throughout. The book discusses how to get started in R, and gives an introduction to data manipulation and writing scripts. From a statistical perspective, the book discusses descriptive statistics and graphing first, followed by chapters on probability theory, sampling and estimation, and null hypothesis testing. After introducing the theory, the book covers the analysis of contingency tables, t-tests, ANOVAs and regression. Bayesian statistics are covered at the end of the book. For more information (and the opportunity to check the book out before you buy!) visit http://ua.edu.au/ccs/teaching/lsr or http://learningstatisticswithr.com
Author: Naresh K. Malhotra
Publisher: Prentice Hall
ISBN: 9780137066735
Category : Marketing research
Languages : en
Pages : 0
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Book Description
For courses in Marketing Research at two- and four-year colleges and universities and universities emphasizing a nontechnical and non-statistical orientation An engaging, do-it-yourself approach to marketing research Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles- Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation-author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world. This text provides a better teaching and learning experience-for you and your students. It will help you to: - Give students a framework for understanding: A clear framework helps students grasp marketing research principles, as well as the relationship between marketing research and management. - Emphasize practical applications: A do-it-yourself approach and detailed real-world cases let students see how marketing research is actually conducted. - Foster interest through contemporary content: Current examples and an emphasis on online market research and social media helps students understand the relevance of course material. - Enable student success via learning aids: Various tools, throughout the text and at the end of each chapter, support students as they learn and review.
