Marketing Research, 11ed, ISV
ISBN: 9788126563531
664 pages
eBook also available for institutional users
For more information write to us at: acadmktg@wiley.com
Description
Marketers now have the opportunity to invest in more data research and take advantage of social networking. The new eleventh edition shows them how to utilize these techniques to compliment traditional methods. The book focuses on international market research and incorporates new case studies to present the latest information in the field. Marketers will also be able to access the book's Web site for a list of readings, links to other key sites, sample datasets for analysis and practice questions after each chapter.
Part I The Nature and Scope of Marketing Research
Chapter 1 A Decision-Making Perspective on Marketing Intelligence
- Learning Objectives
- An Overview of Business Intelligence
- Introduction to Marketing Intelligence
- Marketing Research
- Role of Marketing Research in Managerial Decision Making
- Factors That Influence Marketing Research Decisions
- Use of Marketing Research
- Ethics in Marketing Research
- The Respondents Ethics and Rights
- International Marketing Research
- Summary
- Questions and Problems
- End Notes
- Case 1-1: Preteen Market? The Right Place to Be In for Cell Phone Providers?
- Case 1-2: Best Buy on a Segmentation Spree
- Case 1-3: Ethical Dilemmas in Marketing Research
Chapter 2 Marketing Research in Practice
- Learning Objectives
- Information System