Marketing Research

An Applied Approach

Author: Naresh K. Malhotra,Daniel Nunan,David F. Birks

Publisher: N.A

ISBN: 9781292103129

Category: Marketing research

Page: 976

View: 6559

Revised edition of Marketing research, 2012.

"Global Marketing Strategy" with "Marketing Research"

An Applied Approach

Author: Naresh Malhotra,Harold Chee

Publisher: Financial Times/Prentice Hall

ISBN: 9780582849891

Category:

Page: N.A

View: 3540

This excellent multipack offers two great titles at one fantastic low price. The pack includes Harold Chee's Global Marketing Strategy (ISBN: 0273623486) and Naresh Malhotra Marketing Research, European Edition: An Applied Approach (ISBN: 0273657445) .

Marketing Research

An Applied Orientation

Author: Naresh K. Malhotra

Publisher: N.A

ISBN: 9780131257337

Category: Marketing - Recherche

Page: 890

View: 8161

Presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the book reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the success of the first edition by being current, contemporary, illustrative and user-friendly.

Marketing Research

An Applied Approach

Author: Thomas C. Kinnear,James R. Taylor

Publisher: N.A

ISBN: 9780071144186

Category: Data Analysis

Page: 888

View: 3989

This work emphasizes the use of market research in managerial decision making. It discusses the market research process and presents a complete market research project from start to finish to show students what market research looks like. The authors deal with technical aspects of market research so that students can apply research procedures to real applications. It includes: examples of international marketing; results of a 1994 survey of marketing research practice; 14 cases including Nestle, Kelloggs, European Alcohol Research Foundation and Cosmopolitan Magazine; and marketing research databases containing results from actual marketing research studies.

Essentials of Marketing Research

A Hands-On Orientation

Author: Naresh K. Malhotra

Publisher: Pearson

ISBN: 0133401820

Category: Business & Economics

Page: 420

View: 3353

For courses in Marketing Research at two- and four-year colleges and universities 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.

Principles of Marketing with Marketing Research

An Applied Approach

Author: Frances Brassington,Naresh K. Malhotra,David F. Birks,Stephen Pettitt

Publisher: Financial Times/Prentice Hall

ISBN: 9780582832916

Category:

Page: 4

View: 3810

This great value multipack contains Brassington and Pettitt: Principles of Marketing 3e (0273657917) and Malhotra: Marketing Research Euro Edition 2e (0273657445).

Review of Marketing Research

Author: Naresh K. Malhotra

Publisher: Emerald Group Publishing

ISBN: 085724728X

Category: Business & Economics

Page: 216

View: 3706

Contains articles by the marketing field's researchers and scholars. This title presents a view of the marketing research methodologies.

R for Marketing Research and Analytics

Author: Chris Chapman,Elea McDonnell Feit

Publisher: Springer

ISBN: 3319144367

Category: Business & Economics

Page: 454

View: 5720

This book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of view with a minimal amount of mathematics, presuming only an introductory knowledge of statistics. Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning. Core topics include the R language, basic statistics, linear modeling, and data visualization, which is presented throughout as an integral part of analysis. Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine logistic regression, customer segmentation, hierarchical linear modeling, market basket analysis, structural equation modeling, and conjoint analysis in R. The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis. With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications.

Essentials of Marketing Research

Putting Research Into Practice

Author: Kenneth E. Clow,Karen E. James

Publisher: SAGE

ISBN: 1412991307

Category: Business & Economics

Page: 497

View: 3672

Essentials of Marketing Research: Putting Research into Practice, an exciting new practical guide by Kenneth E. Clow and Karen E. James offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those findings to make effective management decisions, the authors offer a unique learning-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making.

Applied Qualitative Research Design

A Total Quality Framework Approach

Author: Margaret R. Roller,Paul J. Lavrakas

Publisher: Guilford Publications

ISBN: 1462519105

Category: Psychology

Page: 398

View: 2134

This unique text provides a comprehensive framework for creating, managing, and interpreting qualitative research studies that yield valid and useful information. Examples of studies from a wide range of disciplines illustrate the strengths, limitations, and applications of the primary qualitative methods: in-depth interviews, focus group discussions, ethnography, content analysis, and case study and narrative research. Following a consistent format, chapters show students and researchers how to implement each method within a paradigm-neutral and flexible Total Quality Framework (TQF) comprising four interrelated components: Credibility, Analyzability, Transparency, and Usefulness. Unlike other texts that relegate quality issues to one or two chapters, detailed discussions of such crucial topics as construct validity, interresearcher reliability, researcher bias, and verification strategies are featured throughout. The book also addresses applications of the TQF to the writing, review, and evaluation of qualitative research proposals and manuscripts. Pedagogical Features *Summary tables that highlight important content, such as the application of a method to vulnerable or hard-to-reach populations. *Case studies that illustrate TQF standards in practice for each method. *Guidelines for effective documentation (via thick descriptions) of each type of study. *End-of-chapter discussion topics, exercises, and suggested further reading and Web resources. *Chapters open with a preview and close with a bulleted summary of key ideas. *Extensive glossary.

Marketing Research

Author: Naresh K. Malhotra

Publisher: Pearson Higher Ed

ISBN: 0134234782

Category: Business & Economics

Page: 936

View: 7665

This is a Pearson Global Edition. The Pearson Editorial team worked closely with educators around the world to include content especially relevant to students outside of the United States. For undergraduate and graduate marketing research courses. Marketing Research: An Applied Orientation allows students to actually experience the interaction between marketing research and marketing decision-making. Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions. This text is comprehensive, practical, and presents balanced coverage of both qualitative and quantitative material. The sixth edition is even more current, contemporary, illustrative, and sensitive to user needs.

Entrepreneurial Financial Management

An Applied Approach

Author: Jeffrey R. Cornwall,David O. Vang,Jean M. Hartman

Publisher: Routledge

ISBN: 1317502949

Category: Business & Economics

Page: 308

View: 7084

This new edition presents an applied, realistic view of entrepreneurial finance for today's entrepreneur. The book provides an integrated set of concepts and applications, drawing from entrepreneurship, finance, and accounting. The book's contents are designed to follow the life cycle of a new business venture. Topics are presented in a logical order, as entrepreneurs will likely face them as they begin the process of business start-up and move into growing the business. A comprehensive financial statements template is included with the book. This tool allows for the application of many of the concepts to actual businesses, and will be a valuable supplement to the process of developing a full business plan. The templates are available for unlimited free downloads at www.drjeffcornwall.com.

Alternative Market Research Methods

Market Sensing

Author: David Longbottom,Alison Lawson

Publisher: Routledge

ISBN: 1317550374

Category: Business & Economics

Page: 330

View: 8895

Traditional research methods in marketing can be illuminating when used well, but all too often their data-driven results fail to provide the depth of understanding that organisations need to anticipate market needs. Alternative Market Research Methods: Market sensing is a new approach that enables researchers to get greater depth and meaning from their research and organisations to make smarter strategic decisions. This book, the first text dedicated to the topic, explains market sensing simply and practically and demonstrates how it can benefit researchers. It teaches non-mainstream and alternative research methods which facilitate innovative research design, and achieves deep insights into the mindsets of consumers. The methods explored in this book include: emotional scaling ; discourse analysis; consumer ethnography; social media networks; narrative and story telling; gamification. With a wealth of case studies and pedagogy to aid student learning, as well as online teaching aids including PowerPoint presentations and video content, this ground-breaking textbook is an essential resource for anyone that wants to expand their repertoire of marketing research methods to create a research project that will be original and insightful.

Improving Survey Questions

Design and Evaluation

Author: Floyd J. Fowler

Publisher: SAGE

ISBN: 9780803945838

Category: Social Science

Page: 191

View: 9777

What is a good question? Although there are several potential sources for error in survey data, the validity of surveys is dependent upon the design of the question asked. This invaluable book shows how to word and format questions that will evoke the kind of answers for which they are designed and how to evaluate empirically survey questions. In addition, the book covers how to write good questions aimed at collecting information about objective facts and events, measuring subjective phenomena, some alternative methods for attacking common measurement problems, how to evaluate the extent to which questions are consistently understood and administered, and how to evaluate the data resulting from a set of questions.

Applied Survey Data Analysis, Second Edition

Author: Steven G. Heeringa,Brady T. West,Patricia A. Berglund

Publisher: CRC Press

ISBN: 1351649302

Category: Mathematics

Page: 590

View: 6488

Highly recommended by the Journal of Official Statistics, The American Statistician, and other journals, Applied Survey Data Analysis, Second Edition provides an up-to-date overview of state-of-the-art approaches to the analysis of complex sample survey data. Building on the wealth of material on practical approaches to descriptive analysis and regression modeling from the first edition, this second edition expands the topics covered and presents more step-by-step examples of modern approaches to the analysis of survey data using the newest statistical software. Designed for readers working in a wide array of disciplines who use survey data in their work, this book continues to provide a useful framework for integrating more in-depth studies of the theory and methods of survey data analysis. An example-driven guide to the applied statistical analysis and interpretation of survey data, the second edition contains many new examples and practical exercises based on recent versions of real-world survey data sets. Although the authors continue to use Stata for most examples in the text, they also continue to offer SAS, SPSS, SUDAAN, R, WesVar, IVEware, and Mplus software code for replicating the examples on the book’s updated website.

Methods in Consumer Research, Volume 1

New Approaches to Classic Methods

Author: Gaston Ares,Paula Varela

Publisher: Woodhead Publishing

ISBN: 0081012586

Category: Technology & Engineering

Page: 582

View: 4060

Methods for Consumer Research, Volume One: New Approaches to Classic Methods brings together world leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of advances in the classical methods of consumer science. The book touches on the latest developments in qualitative techniques, including coverage of both focus groups and social media, while also focusing on liking, a fundamental principle of consumer science, consumer segmentation, and the influence of extrinsic product characteristics, such as packaging and presentation on consumer liking. In conjunction with the second volume, which covers alternative approaches and special applications, this book is an invaluable reference for academics working in the fields of in-sensory and consumer science, psychology, marketing and nutrition. And, with examples of the methodology being applied throughout, it serves as a practical guide to research and development managers in both food and non-food companies. Presents a fully comprehensive coverage of the latest developments in the classical methodologies of consumer research Provides examples of successful application of the methodologies presented Includes focus groups and social media discussions Encompasses consumer segmentation, with a focus on psychographics and genetics

Political Communication in Real Time

Theoretical and Applied Research Approaches

Author: Dan Schill,Rita Kirk,Amy E. Jasperson

Publisher: Routledge

ISBN: 1317363043

Category: Political Science

Page: 310

View: 3598

Much has been made of the speed and constancy of modern politics. Whether watching cable news, retweeting political posts, or receiving news alerts on our phones, political communication now happens continuously and in real time. Traditional research methods often do not capture this dynamic environment. Early studies that guided the study of political communication took place at a time when transistors and FM radio, television, and widely distributed films technologically changed the way people gained information and developed knowledge of the world around them. Now, the environment has transformed again through digital innovations. This book provides one of the first systematic assessment of real-time methods used to study the new digital media environment. It features twelve chapters—authored by leading researchers in the field—using continuous or real time response methods to study political communication in various forms. Moreover, the authors explain how viewer attitudes can be measured over time, message effects can be pin-­pointed down to the second of impact, behaviors can be tracked and analyzed unobtrusively, and respondents can naturally respond on their smartphone, tablet, or even console gaming system. Leading practitioners in the field working for CNN, Microsoft, and Twitter show how the approach is being innovatively used in the field. Political Communication in Real Time is a welcome addition to the growing field of interest in "big data" and continuous response research. This volume will appeal to scholars and practitioners in political science and communication studies wishing to gain new insights into the strengths and limitations of this approach. Political communication is a continuous process, so theories, applications, and cognitive models of such communication require continuous measures and methods.

The Market Research Toolbox

A Concise Guide for Beginners

Author: Edward F. McQuarrie

Publisher: SAGE Publications

ISBN: 1483313646

Category: Business & Economics

Page: 400

View: 9496

Understanding marketing research to make better business decisions An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.

Business Research Methods

An Applied Orientation

Author: S. Sreejesh,Sanjay Mohapatra,M R Anusree

Publisher: Springer Science & Business Media

ISBN: 3319005391

Category: Business & Economics

Page: 281

View: 2170

Since research is best learned by doing, this book emphasizes a hands-on, do-it yourself approach. The readers have many opportunities to see how business researches affect and support management decision. The book used a case study approach for all the chapters with interactive videos. The book gave emphasis to quantitative data analysis using a software program, IBM SPSS 20.0. The data analysis chapters illustrate in detail each step in running the software programs. The software programs files are provided for all data sets: outputs, demonstration movies, and screen captures are on the Website. This book provides students most extensive help available to learn quantitative data analysis using SPSS. Thus, the authors prepared this textbook and all the additional materials to help the students to understand the functional principles of business research and how to apply them in real-life situations.