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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
OUT OF 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 information in decision making Chapter 2 The marketing research process Chapter 3 Secondary data and customer databases Chapter 4 Collecting observation data and monitoring online user-generated contents Chapter 5 Collecting and analysing qualitative data Chapter 6 Collecting quantitative data Chapter 7 Designing questionnaires Chapter 8 Sampling methods Chapter 9 Analysing quantitative data Chapter 10 Presenting the research results Marketing research in action: case histories Case 1: Lynx - launching a new brand Case 2: Sony Ericsson - understanding the mobile phone market Case 3: AIR MILES - researching advertising effectiveness Case 4: The Metro - newspaper media research and understanding the reader Case 5: Birmingham airport - researching customer satisfaction Case 6: Gu - establishing a community for research Case 7: English Rugby - researching participation Case 8: Malta and MTV - researching attitudes Case 9: Allied Domecq - researching lifestyles Case 10: Dove - researching beauty for a communications campaign Current issues in marketing research Issue 1: Marketing research versus customer insight Issue 2: Merging marketing research with customer databases Issue 3: Observation and surveillance cameras Issue 4: Declining response rates Issue 5: Challenges of business-to-business research Issue 6: Difficulties in achieving representative samples Issue 7: Research and social media Issue 8: Mulit-mode interviewing Issue 9: Using technology for data collection Issue 10: Clients going direct to respondents Issue 11: International research Issue 12: The repsondents' view of resesarch Appendix 1 Statistical tables Appendix 2 Snap Getting Started Guide Glossary Index