(eBook PDF) Marketing Research: Methodological Foundations 10th Edition – Digital Ebook – Instant Delivery Download

Product details:

• ISBN-10 ‏ : ‎ 0324359950
• ISBN-13 ‏ : ‎ 978-0324359954
• Author: Dr. Dawn Iacobucci

Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for today’s marketing research, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, ensures the reader develops a strong conceptual as well as practical understanding of marketing research as it’s practiced today. The book’s thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New Qualtrics™ research activities and coverage of SPSS 17 offer first-hand practice with some of the most popular online survey tools used in business today. With its proven applications, clear presentation, and variety of timely cases, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, Tenth Edition, serves as an exceptional learning tool for today’s learners and as an invaluable reference tool for professionals throughout their careers.

Table contents:

Part 1 Marketing Research and the Research Process

1 Marketing Research: It’s Everywhere!

2 Role of Marketing Research

3 Who Does Marketing Research?

4 Organization of Marketing Research

5 Employment Opportunities in Marketing Research

6 Alternative Approaches to Marketing Intelligence

7 Marketing Information Systems and Decision Support Systems

8 Components of MISs and DSSs

9 Using the Data, Model, and Interface

10 Comparing Marketing Information Technologies and Marketing Research Projects

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