Marketing Research

Within a Changing Information Environment
3 Rev ed
ISBN: 978-0-07-283087-3
Verlag: McGraw-Hill Education - Europe

Buch, Englisch, 728 Seiten, Format (B × H): 198 mm x 269 mm, Gewicht: 907 g

Marketing Research, 3/e takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. This book is unique from any other in the market in three significant ways. First, it provides a greater balance between primary and secondary information and the techniques and methods that underpin these two important types of data. Second, it offers in-depth coverage of the critical research tools and skills that will be required of today and tomorrow’s marketing researchers and business decision-makers. Third, with its in-depth coverage of secondary research, the practice of customer-based management is highlighted as this book helps students see what real companies are doing for their marketing research. This book provides students a realistic and current view of the practice and importance of marketing research in the business world.

Autoren/Hrsg.

Hair, Jr. Joseph

Bush, Robert P

Bush, Robert

Ortinau, David J.

Ortinau, David

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

Part 1: The Role and Value of Marketing Research Information1Marketing Research for Managerial Decision Making 2The Marketing Research Process 3Information Management for Marketing Decisions: Secondary Data Sources Part 2: Technology in the Research Process4Customer Relationship Management and the Marketing Research Process 5Marketing Decision Support Systems Part 3: Designing the Marketing Research Project6Exploratory Designs: In-Depth Interviews and Focus Groups 7Descriptive Research Designs: Survey Methods and Errors 8Observation Techniques, Experiments, and Test Markets Part 4: Gathering and Collecting Accurate Data9Sampling: Theory and Design 10Sampling: Methods and Planning 11Overview of Measurement: Construct Development and Scale Measurement 12Attitude Scale Measurements Used in Marketing Research 13Questionnaire Design and Issues Part 5: Data Preparation, Analysis, and Reporting the Results 14Coding, Editing, and Preparing Data for Analysis 15Data Analysis: Testing for Significant Differences 16Data Analysis: Testing for Association 17Data Analysis: Multivariate Techniques for the Research Process 18Preparing the Marketing Research Report and Presentation

Über Autor(innen)

Bush, Robert
Earned a B.A. in Psychology and Economic history from St. Marys University and an M.A. and Ph.D. in Marketing at Louisiana State University. He began his teaching career at the University of South Florida, moved first to the University of Mississippi, and then to The University of Memphis, where he has taught since 1993. He was chairman of the committee on Grants and Research for the Fogleman College of Business from 1991-1997 and Director of the Ph.D. Program at Memphis from 1995-1997. He has been a consultant for a wide range of corporations and institutes, as well as for the U.S. Department of Defense. He is the coauthor of Retailing for the 21st Century (Houghton-Mifflin, 1993) and a coeditor of Advances in Marketing (LSU Press, 1994). He is a regular contributor to such academic publications as Journal of Advertising, Journal of Consumer Marketing, Journal of Marketing Education, Journal of Direct Marketing, Journal of Health Care Marketing, and Marketing Education Review.

Ortinau, David
Earned a B.S. in Management from Southern Illinois UniversityCarbondale, an M.A. in Business Administration from Illinois State University, and a Ph.D. in Marketing from Louisiana State University. He began his teaching career at the University of South Florida, where he continues to win awards both for outstanding research and for outstanding teaching. He has a wide range of research interestsfrom attitude formation and perceptual differences in services marketing to interactive electronic marketing technologies and their impact on information research problems. He consults for a variety of corporations and small businesses, with specialties in customer satisfaction, customer service quality, customer service value, retail loyalty, and image. He continues to serve as a member of the editorial review board for Journal of Academy of Marketing Science and was coeditor of Marketing: Moving Toward the 21st Century (SMA Press, 1996).

Hair, Jr. Joseph
Earned a B.A. in Economics and an M.A. and Ph.D. in Marketing at the University of Florida. He began his teaching career at the University of Mississippi and then moved to Louisiana State University in 1977. He continues to teach at LSU, where he is the Director of the Institute for Entrepreneurial Education and Family Business Studies, and where he holds the Alvin C. Copeland Endowed Chair of Franchising. He has acted as a management consultant and/or expert witness for a variety of industries and has served on the board of directors of numerous organizations. He has been an officer of for a long list of academic organizations and he is a Past President and Chairman of the Board of Governors of the Academy of Marketing Science. He has been a regular contributor and reviewer, and occasionally a member of the editorial board, for such publications as The Journal of Marketing Research, The Journal of Business Research, and Marketing Education Review. The list of this scholarly publications runs to a dozen pages.