Marketing Research

Applied Insight

AvDan Nunan,David Birks

Häftad, Engelska, 2020

Del i serien Pearson Education Limited

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Beskrivning

For undergraduate, postgraduate and MBA students, this highly successful textbook is an essential guide to Marketing Research.

Understand theory and application of marketing research in a European context

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 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

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Produktinformation

Utgivningsdatum:2020-03-16
Mått:193 x 264 x 36 mm
Vikt:1 775 g
Format:Häftad
Språk:Engelska
Serie:Pearson Education Limited
Antal sidor:976
Upplaga:6
Förlag:Pearson Education
ISBN:9781292308722

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

Dr Daniel Nunan is Reader and Head of Department at the University of Portsmouth. Previously, he taught at Birkbeck, University of London and Henley Business School, University of Reading. Prior to his academic career, Daniel held senior roles in the financial services and technology sectors. Professor David F. Birks is Emeritus Professor of Marketing at the University of Winchester. Previously, he served as Dean of the Faculty of Business, Law and Sport, and Director of Winchester Business School. David has also worked at the universities of Southampton, Bath and Strathclyde. He is a committee member of the Association of Survey Computing (ASC). Dr Naresh K. Malhotra is Senior Fellow at Georgia Tech CIBER and Regents’ Professor Emeritus at Scheller College of Business, Georgia Institute of Technology, USA. He has consulted for business, non-profit and government organisations across the globe, and has received numerous awards for research, teaching and service to the profession.

Innehållsförteckning

1. Introduction to marketing research and insight 2. Defining the research problem and developing a research approach 3. Research design 4. Secondary data collection and analysis 5. Internal secondary data and analytics 6. Qualitative research: its nature and approaches 7. Qualitative research: focus group discussions 8. Qualitative research: in-depth interviewing and projective techniques 9. Qualitative research: data analysis 10. Survey and quantitative observation techniques 11. Causal research design: experimentation 12. Measurement and scaling: fundamentals, comparative and non-comparative scaling 13. Questionnaire design 14. Sampling: design and procedures 15. Sampling: determining sample size 16. Survey fieldwork 17. Social media research 18. Mobile research 19. Data integrity 20. Frequency distribution, cross-tabulation and hypothesis testing 21. Analysis of variance and covariance 22. Correlation and regression 23. Discriminant and logit analysis 24. Factor analysis 25. Cluster analysis 26. Multidimensional scaling and conjoint analysis 27. Structural equation modelling and path analysis 28. Communicating research findings 29. Business-to-business (b2b) marketing research 30. Research ethics, privacy and trust Glossary