Written for students studying market research at both undergraduate and postgraduate levels, this book provides a comprehensive commentary on this increasingly important subject. It includes a CD-ROM containing valuable SNAP and XSIGHT Software demos, to enhance understanding of quantitative and qualitative aspects of marketing research.
This work emphasizes the use of market research in managerial decision making. It discusses the market research process and presents a complete market research project from start to finish to show students what market research looks like. The authors deal with technical aspects of market research so that students can apply research procedures to real applications. It includes: examples of international marketing; results of a 1994 survey of marketing research practice; 14 cases including Nestle, Kelloggs, European Alcohol Research Foundation and Cosmopolitan Magazine; and marketing research databases containing results from actual marketing research studies.
This excellent multipack offers two great titles at one fantastic low price. The pack includes Harold Chee's Global Marketing Strategy (ISBN: 0273623486) and Naresh Malhotra Marketing Research, European Edition: An Applied Approach (ISBN: 0273657445) .
Presents a look at both the principles and practices of marketing research with balanced coverage of qualitative and quantitative material. Written from the perspective of marketing research users, the book reflects current trends in international marketing, ethics, and the integration of microcomputers and mainframes. It strives to build on the success of the first edition by being current, contemporary, illustrative and user-friendly.
Written for introductory marketing classes, this text explains what information is needed to plan and implement a successful marketing campaign and how to find that data. Including details on finding such relevant facts as the size of a potential market, the shopping and buying habits of consumers in that market, and the competitive and environmental factors that may affect a campaign, this primer will guide readers to become savvy marketing managers.