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Marketing Research + CD: An Integrated Approach
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MARKETING RESEARCH + CD: AN INTEGRATED APPROACH

MIXED MEDIA PRODUCT BY WILSON, ALAN

£50.14

ISBN
9780273718703
IMPRINT
FINANCIAL TIMES PRENTICE HALL
 
 
EDITION
3RD EDITION
PUBLISHER
PEARSON EDUCATION LIMITED
STOCK FOR DELIVERY
IN STOCK
FORMAT
MIXED MEDIA PRODUCT
PAGES
432 pages
PUBLICATION DATE
14 SEP 2011

DESCRIPTION

Marketing Research: An Integrated Approach, 3rd Edition, is invaluable for anyone studying marketing research at a degree or diploma level and is core reading for those students taking the joint module on Marketing Research and Information offered by the Chartered Institute of Marketing and The Market Research Society.The book places research in the bigger picture of marketing and demonstrates how an understanding of marketing research is a key requirement of any effective marketing professional. The text integrates the key concepts and techniques of marketing research with the management of customer information from databases, loyalty cards and customer files.Marketing Research is written in a clear and accessible style using many examples, real-life case histories and discussions of current issues in marketing research and customer information management that makes it very suitable for supporting the delivery of single semester modules on marketing research.Online resources include an Instructor¬ s Manual and PowerPoint slides for instructors, along with a free CD incorporating a ¬ demo¬ version of SNAP, one of the leading fully-integrated survey software packages for questionnaire design, data collection and analysis.

CONTENTS

Chapter 1 The role of marketing research and customer informationin decision makingChapter 2 The marketing research processChapter 3 Secondary data and customer databasesChapter 4 Collecting observation data and monitoring online user-generated contents Chapter 5 Collecting and analysing qualitative dataChapter 6 Collecting quantitative dataChapter 7 Designing questionnairesChapter 8 Sampling methodsChapter 9 Analysing quantitative dataChapter 10 Presenting the research resultsMarketing research in action: case histories Case 1: Lynx - launching a new brandCase 2: Sony Ericsson - understanding the mobile phone marketCase 3: AIR MILES - researching advertising effectivenessCase 4: The Metro - newspaper media research and understanding the readerCase 5: Birmingham airport - researching customer satisfactionCase 6: Gu - establishing a community for researchCase 7: English Rugby - researching participationCase 8: Malta and MTV - researching attitudesCase 9: Allied Domecq - researching lifestylesCase 10: Dove - researching beauty for a communications campaign Current issues in marketing research Issue 1: Marketing research versus customer insightIssue 2: Merging marketing research with customer databasesIssue 3: Observation and surveillance camerasIssue 4: Declining response ratesIssue 5: Challenges of business-to-business researchIssue 6: Difficulties in achieving representative samplesIssue 7: Research and social mediaIssue 8: Mulit-mode interviewingIssue 9: Using technology for data collectionIssue 10: Clients going direct to respondentsIssue 11: International researchIssue 12: The repsondents' view of resesarchAppendix 1 Statistical tablesAppendix 2 Snap Getting Started GuideGlossaryIndex