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Marketing Research + CD An Integrated Approach

Wilson, Alan
Annet format / 2011 / Engelsk

Produktdetaljer

ISBN
9780273718703
Publisert
2011-09-14
Utgave
3. utgave
Utgiver
Vendor
Financial Times Prentice Hall
Vekt
1048 gr
Høyde
258 mm
Bredde
196 mm
Dybde
21 mm
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Annet format
Antall sider
432

Forfatter
Wilson, Alan

Biographical note

Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. He is also Senior Examiner for the Chartered Institute of Marketing and The Market Research Society. Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice. He has written numerous articles on marketing research and has received a number of awards for his publications. He is also a fellow of both the Chartered Institute of Marketing and The Market Research Society.

Marketing Research + CD An Integrated Approach

Wilson, Alan
Annet format / 2011 / Engelsk
Wilson, Alan
Annet format / 2011 / Engelsk
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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.
Les mer
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
Les mer

Relaterte produkter

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.
Les mer
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
Les mer

Produktdetaljer

ISBN
9780273718703
Publisert
2011-09-14
Utgave
3. utgave
Utgiver
Vendor
Financial Times Prentice Hall
Vekt
1048 gr
Høyde
258 mm
Bredde
196 mm
Dybde
21 mm
Aldersnivå
06, P
Språk
Product language
Engelsk
Format
Product format
Annet format
Antall sider
432

Forfatter
Wilson, Alan

Biographical note

Alan Wilson is Professor of Marketing at the University of Strathclyde Business School. He is also Senior Examiner for the Chartered Institute of Marketing and The Market Research Society. Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice. He has written numerous articles on marketing research and has received a number of awards for his publications. He is also a fellow of both the Chartered Institute of Marketing and The Market Research Society.

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