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Klappentext Marketing Research: Using Analytics to Develop Market Insights teaches students how to use market research to inform critical business decisions. Offering a practitioner's perspective, thisfully-updated edition covers both marketing research theory and practice to provide students with a comprehensive understanding of the subject. A unique applications-based approach--grounded in the authors' 50 years' combined experience in the marketing research industry--features real data, real people, and real research to prepare students for designing, conducting, analyzing, and integrating marketing research in their future business careers.Already a standard text in marketing research courses, the twelfth edition contains thoroughly revised content that reflects the latest trends, practices, and research in the field. Numerous examples of companies and research firms, such as Twitter, ESPN, Ford, and General Motors, are featured throughout the text to illustrate how marketing research is gathered and used in the real world. Detailed yet accessible chapters examine topics including marketing intelligence, problem definition and exploratory research, big data and data analytics, online and social media marketing research, questionnaire design, statistical testing, and managing marketing research studies and teams. Inhaltsverzeichnis Preface vii Acknowledgments ix 1 Steps in Creating Market Insights and the Growing Role of Marketing Analytics 1 Marketing Research and Developing Market Insights 1 Marketing Research Defined 2 Importance of Marketing Research to Management 2 Understanding the Ever-Changing Marketplace 3 Social Media and User-Generated Content 3 Proactive Role of Marketing Research 4 Marketing Analytics Moves to the Forefront 4 The Research Process 4 Recognize the Problem or Opportunity 5 Find Out Why the Information is Being Sought 6 Understand the Decision-Making Environment with Exploratory Research 6 Use the Symptoms to Clarify the Problem 8 Translate the Management Problem into a Marketing Research Problem 9 Determine Whether the Information Already Exists 9 Determine Whether the Question Can Be Answered 10 State the Research Objectives 10 Research Objectives As Hypotheses 11 Marketing Research Process 11 Creating the Research Design 11 Choosing a Basic Method of Research 11 Selecting the Sampling Procedure 13 Collecting the Data 13 Analyzing the Data 13 Presenting the Report 14 Following Up 14 Managing the Research Process 14 The Research Request 14 Request for Proposal 15 The Marketing Research Proposal 16 What to Look for in a Marketing Research Supplier 17 Modifying the Research Process-Marketing Analytics, Big Data, and Unsupervised Learning 17 A Shifting Paradigm 18 What Motivates Decision Makers to Use Research Information? 18 Summary 19 Key Terms 19 Questions for Review & Critical Thinking 20 Working the Net 20 Real-Life Research 1.1: Can Anyone Be a Market Researcher? 21 2 Secondary Data: A Potential Big Data Input 23 Nature of Secondary Data 23 Advantages of Secondary Data 24 Limitations of Secondary Data 25 Internal Databases 27 Creating an Internal Database 27 First, Second, and Third Party Data 27 Behavioral Targeting 28 Big Data 29 The Big Data Breakthrough 29 Making Big Data Actionable in Traditional Marketing Research Environments 30 Battle over Privacy 31 The Federal Trade Commission 32 State Data Privacy Laws 32 The General Data Protection Regulation 32 Summary 33 Key Terms 34 Questions for Review & Critical Thinking 34 Working the ...
