Basic Marketing Research Customer Insights and Managerial Action (10版)

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【簡介】 In Brown/Suter/Churchill's BASIC MARKETING RESEARCH, 10th Edition, you will learn how to convert marketplace data into actionable marketing information using the two dominant approaches, behavioral data that exists and customer insights gathered for a specific purpose, and how interactions in the research process give managers and researchers confidence in the result. BASIC MARKETING RESEARCH's easy-to-read writing style helps you see the research process from the perspectives of researchers who gather information and marketing managers who use it and helps you apply your market research skills in experiential learning activities. 【目錄】

Essentials of Marketing Research (6版)

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簡介 Essentials of Marketing Research uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced thorough their treatment of qualitative research, to their coverage of sample size rules-of-thumb, background literature reviews, and new market research tools and techniques. This latest 6th edition gives students a strong command of market research principles, while being concise enough for cases & other course projects. A continuing case and corresponding data sets included. 目錄 PART I: THE ROLE AND VALUE OF MARKETING RESEARCH INFORMATION Ch 1 Marketing Research for Managerial Decision Making Ch 2 The Marketing Research Process and Proposals PART II: DESIGNING THE MARKETING RESEARCH PROJECT Ch 3 Secondary Data, Literature Reviews, and Hypotheses Ch 4 Exploratory and Observational Research Designs and Data Collection Approaches Ch 5 Descriptive, Predictive and Causal Research Designs PART III: GATHERING AND COLLECTING ACCURATE DATA Ch 6 Sampling: Theory and Methods Ch 7 Measurement and Scaling Ch 8 Designing the Questionnaire PART IV: DATA PREPARATION, ANALYSIS, AND REPORTING THE RESULTS Ch 9 Qualitative Data Analysis Ch10 Preparing Data for Quantitative Analysis Ch11 Basic Data Analysis for Quantitative Research Ch12 Examining Relationships in Quantitative Research Ch13 Communicating Marketing Research Findings

Marketing Research with R and Python

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This book is meant for readers with little or no experience in programming in R and Python, who wish to quickly learn what is necessary, and be able to conduct marketing research by running tests easily in R or Python. A number of marketing research textbooks have been using SPSS or SAS for many years. Conversely, R and Python can be downloaded and installed in a personal computer for free. Instructors and students do not have to go to a computer room in a university to use SPSS or SAS anymore. Instead, students can run R or Python on their personal computers. For any company, growth comes either from organic growth of existing products, or from launching successful new products. Due to competition in the marketplace, each company\'s marketer must determine whether or not it is time to develop and launch a new product: As an upgrade of an existing product; As another product (line extension) under a current brand with an existing product; and As a new product under a new brand. This book covers important frameworks and concepts of marketing research for developing a new product. Request Inspection Copy Sample Chapter(s) Preface Chapter 1: Marketing Chapter 2: Marketing Research or Not Contents: Marketing Marketing Research or Not Marketing Research Process Measurement and Scaling Questionnaire Analysis of Variance Correlation Regression Appendices: Hierarchical Branding Strategy for New Product Launch: Evidence from China Corporate Branding Strategy for New Companies in China: Lessons Learned from GoGoVan and LaLaMove Dual Branding Strategy for a Successful New Product Launch in China Programming in R Programming in Python Index Readership: Primary: Marketing Research course for undergraduate and postgraduate students. Secondary: Computer programming introductory course for undergraduate and postgraduate students.