Marketing Research, Global Edition
For courses in global marketing. Marketing Research: The Fundamentals The Eighth Edition of Marketing Research continues to provide students with a "nuts and bolts" introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data. This new edition has been condensed and reorganized for a more streamlined approach. An integrated case study throughout the t…
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- Full title :Marketing Research, Global Edition.
Summary
For courses in global marketing. Marketing Research: The Fundamentals The Eighth Edition of Marketing Research continues to provide students with a "nuts and bolts" introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data. This new edition has been condensed and reorganized for a more streamlined approach. An integrated case study throughout the text helps students relate the material to the real world--and their future careers. All informati
Read More ↓Edition Statements
- Publication Date:2016.
- Edition:8th ed
Publication Statements
- Publisher(s):Pearson Education Limited
- Place of Publication:Harlow, United Kingdom
- Language:eng
- Publication Date:2016.
The Physical Object
- Description:1 online resource (499 pages)
Edition Identifiers
- ISBN:9781292153278, 129215327X
- oclc:on1016999954
- Dewey Decimal:658.83
Table of Contents
Cover -- Inside Front Cover -- Title Page -- Copyright Page -- Brief Contents -- Contents -- Preface -- About the Authors -- Chapter 1: Introduction to Marketing Research -- 1-1. Marketing Research Is Part of Marketing -- The Philosophy of the Marketing Concept Guides Managers' Decisions -- The "Right" Marketing Strategy -- 1-2. What Is Marketing Research? -- Is It Marketing Research or Market Research? -- The Function of Marketing Research -- 1-3. What Are the Uses of Marketing Research? -- Identifying Market Opportunities and Problems -- Generating, Refining, and Evaluating Potential Marketing Actions -- Monitoring Marketing Performance -- Improving Marketing as a Process -- Marketing Research Is Sometimes Wrong -- 1-4. The Marketing Information System -- Components of an MIS -- Summary -- Key Terms -- Review Questions/Applications -- Case 1.1: Anderson Construction -- Case 1.2: Integrated Case: Auto Concepts -- Chapter 2: The Marketing Research Industry -- 2-1. Evolution of an Industry -- Earliest Known Studies -- Why Did the Industry Grow? -- The 20th Century Led to a "Mature Industry" -- 2-2. Who Conducts Marketing Research? -- Client-Side Marketing Research -- Supply-Side Ma…
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