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Author: Alexander Chernev
Publisher: Cerebellum Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 66
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Book Description
Market research provides managers with insights that help them create and capture value. It facilitates effective decision making by furnishing managers with the relevant information needed to assess tradeoffs inherent in solving business problems. Market research aims to replace gut-feel choices with evidence-based decisions in which managers supplement their own judgment with data to solve business problems. The essence of marketing research as a process of gathering insights about the market in which the company operates is the focus of this note. The discussion of gathering market insights is complemented by an in-depth overview of two additional topics: the key principles in establishing causality and popular research methods. This note is an excerpt (Chapter 5) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Author: Alexander Chernev
Publisher: Cerebellum Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 66
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Book Description
Market research provides managers with insights that help them create and capture value. It facilitates effective decision making by furnishing managers with the relevant information needed to assess tradeoffs inherent in solving business problems. Market research aims to replace gut-feel choices with evidence-based decisions in which managers supplement their own judgment with data to solve business problems. The essence of marketing research as a process of gathering insights about the market in which the company operates is the focus of this note. The discussion of gathering market insights is complemented by an in-depth overview of two additional topics: the key principles in establishing causality and popular research methods. This note is an excerpt (Chapter 5) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Author: Matthew Harrison
Publisher: Kogan Page Publishers
ISBN: 0749475862
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
Market research has never been more important. As organizations become increasingly sophisticated, the need to profile customers, deliver customer satisfaction, target certain audiences, develop their brands, optimize prices and more has grown. Lively and accessible, Market Research in Practice is a practical introduction to market research tools, approaches and issues. Providing a clear, step-by-step guide to the whole process - from planning and executing a project through to analyzing and presenting the findings - it explains how to use tools and methods effectively to obtain reliable results. This fully updated third edition of Market Research in Practice has been revised to reflect the most recent trends in the industry. Ten new chapters cover topical issues such as ethics in market research and qualitative and quantitative research, plus key concepts such as international research, how to design and scope a survey, how to create a questionnaire, how to choose a sample and how to carry out interviews are covered in detail. Tips, and advice from the authors' own extensive experiences are included throughout to ground the concepts in business reality. Accompanied by a range of online tools, templates, surveys and guides, this is an invaluable guide for students of research methods, researchers, marketers and users of market research. Online resources include a range of tools, templates, surveys and guides.
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: Charles Doyle
Publisher: Oxford University Press, USA
ISBN: 0199590230
Category : Business & Economics
Languages : en
Pages : 450
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Book Description
Covers traditional marketing techniques and theories alongside the latest concepts, and acknowledges the increased importance of marketing in the customer-oriented environment.
Author: Bruce Wrenn
Publisher: Psychology Press
ISBN: 9780789027467
Category : Business & Economics
Languages : en
Pages : 486
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Book Description
This textbook takes students through each stage of designing and conducting marketing research and interpreting the resulting data. Topics include (for example) sample size, the interviewing relationship, hypothesis testing, and report formats. The second edition features a new section on using Internet surveys. The CD-ROM is an SPSS 11.0 data disk containing a variety of practice cases.
Author: Carl McDaniel (Jr.)
Publisher:
ISBN: 9781119042938
Category : Marketing research
Languages : en
Pages : 424
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Book Description
Author: Rajiv Grover
Publisher: SAGE
ISBN: 141290997X
Category : Business & Economics
Languages : en
Pages : 721
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Book Description
The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Author: Naresh K. Malhotra
Publisher: Ft Press
ISBN: 9780273695301
Category : Business & Economics
Languages : en
Pages : 753
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Book Description
Written for students studying market research at both undergraduate and postgraduate levels, this book provides a comprehensive commentary on this increasingly important subject. It includes a CD-ROM containing valuable SNAP and XSIGHT Software demos, to enhance understanding of quantitative and qualitative aspects of marketing research.
Author: Michael Jay Polonsky
Publisher: SAGE
ISBN: 9780761922490
Category : Business & Economics
Languages : en
Pages : 252
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Book Description
`The authors did an excellent job of addressing many of the "real world" issues in conducting a business research project. They have given care to address some of the issues that often represent the major stumbling blocks for students engaged in business research projects.... An excellent text.... It is concise, very readable and addresses many of the issues that we, as instructors, grapple with as we assign research projects′ - Andrew M Forman, PhD, Hofstra University Designing and Implementing a Research Project is a concise, easy to read text designed to guide business students through the various aspects of designing and managing research projects. The focus is on research projects that have a solid academic basis, although some implications for more applied projects are also highlighted. It is divided into three main sections, `Laying the Foundations′, `Undertaking the Research′, and `Communicating the Results′, which present a logical flow for the research project. A unique aspect of the book is the inclusion of particular chapters on topics like supervision, group work and ethics, and the focus of the discussion of data analysis (qualitative and quantitative). The authors have applied their years of past experience in supervising student projects, when writing this book to provide some actual examples of problems and practical guidelines. This unique book presents a step-by-step guide for undertaking research projects that is multidisciplinary in focus and student friendly in style. It could be used, as either a text, or a supplementary text on courses in management (including industrial psychology) and marketing. Graduate students in related fields such as health care administration, public administration, and nursing administration would also find this text useful.
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
