(eBook PDF) Marketing Research 6th Edition – Digital Ebook – Instant Delivery Download
product details:
- ISBN-10 : 1292308729
- ISBN-13 : 978-1292308722
- Author:
Marketing Research: Applied Insight, 6th Edition, by Nunan, Birks and Malhotra is the leading marketing research text focused on the key challenges facing marketing research in a European context. This comprehensive text offers a clear explanation and discussion of concepts, and a wealth of European and international case material showing how researchers apply concepts and techniques. It also integrates with online resources for students and an instructor’s manual including key discussion points. This book supports both qualitative and quantitative research methods through: Introducing the transactional stages of marketing research of problem definition, developing approach and design, data collection, analysis and communicating the research findings Using real research case studies of how companies address specific managerial problems and implement research, as well as real-life marketing situations and exercises to tackle in every chapter Applying marketing research to current marketing challenges such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design, and socially responsible marketing New to this edition: Significantly updated with new content, particularly on topics that have gained increased importance in today s world, such as social media, research ethics and privacy New and updated case studies that reflect the latest research thinking from leading brands like Facebook, Netflix and Apple A major focus on research issues and methods, which includes the impact of new technologies, the growth of insight and the evolving role of research ethics, for example, through considering the effect of GDPR on marketing research
table of contents:
Part 1: The Role and Value of Marketing Research Information
Chapter 1: Marketing Research for Managerial Decision Making
Chapter 2: The Marketing Research Process and Proposals
Part 2: Designing the Marketing Research Project
Chapter 3: Secondary Data, Literature Reviews, and Hypotheses
Chapter 4: Exploratory and Observational Research Designs and Data Collection Approaches
Chapter 5: Descriptive, Predictive and Causal Research Designs
Part 3: Gathering and Collecting Accurate Data
Chapter 6: Sampling: Theory and Methods
Chapter 7: Measurement and Scaling
Chapter 8: Designing the Questionnaire
Part 4: Data Preparation, Analysis, and Reporting the Results
Chapter 9: Qualitative Data Analysis
Chapter 10: Preparing Data for Quantitative Analysis
Chapter 11: Basic Data Analysis for Quantitative Research
Chapter 12: Examining Relationships in Quantitative Research
Chapter 13: Communicating Marketing Research Findings
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