MARKETING RESEARCH WITHIN A CHANGING ENVIRONMENT HAIR J., BUSH R. Księgarnia

The Revised International Edition of Marketing Research, 3/e includes a variety of UK and European cases, providing European students with a clear insight into marketing research in a European environment. This edition 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.

SPSS Version 12.0 Integration: Full text integration of the newest version of powerful software from SPSS, which allows analysis of the variables and statistical techniques covered in the book. |Sample Databases: The authors have created 5 sample databases to use in class assignments. Fully integrated, these datasets support the research projects and cases discussed in the text. Each sample database has sufficient observations and variables to make it easier for students to work with. The databases work with SPSS to create an activity for students to complete for each part of the text. The datasets are available at the website: www.mhhe.com/hair06 |Marketing Research In Action: This boxed features allows students to understand how marketing research is applied in businesses today. The topic of each Marketing Research in Action will be set up in the introductory vignette and then revisited just before the Summary?this setup allows the information to be ?bookends? in each chapter. |Presenting The Research: To accompany the last chapter of the text, the authors have developed a sample PowerPoint presentation to show students the importance of communicating research results. |Managerial Focus. The text has been fully revised to help students understand the process and role of marketing research to their future jobs as marketing managers. The authors explain how marketing research affects businesses and its end-role in managerial decisions. |Streamlined and Restructured: Every chapter of the text has been rewritten to adjust the reading level and accuracy for today?s student. The organization of the text has been restructured in order to better match the syllabus of most instructors.|European Cases. A case study appendix that includes a wealth of UK and European cases can be found at the end of this text. This appendix comprises of an assortment of cases, such as Ipod and the Metro Newspaper, that vary in length and depth and link key topics in marketing research to a European context, making this revised international edition more accessible to the European market. |A Closer Look at Research. These boxes (1-2 per chapter) come in three varieties?Using Technology, Small Business Implications, and In the Field?and are intended to expose students to some real-world issues. |Ethics. These boxes (1-2 per chapter) make students aware of the ethical issues that face managers charged with carrying out market research. |Global Insights. These boxes (1 per chapter) focus students on the global implications of and opportunities for marketing research. |Marginal Definitions. These short, succinct entries (10-12 per chapter) reinforce the definitions provided in the narrative and make reviewing for exams easier. |Projects! Online Marketing Research Project. Our website will allow students to complete a marketing research project with online support through all stages: Planning, Research, and Reporting. Under these main headings are a series of modules that will help students manage the processes necessary for sound business decisions. http://www.mhhe.com/hair06 |Marketing Research Cases. These short cases are now found on the book website. The cases ask students to answer a few short questions related to the chapter material. Where relevant, there is an example of secondary research as well as primary research and students are asked to apply chapter concepts in order to analyze the case. |Experience the Internet. These exercises (1-2 per chapter), which are a part of the end-of-chapter questions, give students hands-on experience in using the Web for marketing research.

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

Paperback
730 pages

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.