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Informationen zum Autor 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. Klappentext Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives students a strong command of market research principles, while being short enough to use alongside cases or projects. Zusammenfassung Gives students a strong command of market research principles, while being short enough to use alongside cases or projects. This title takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. Inhaltsverzeichnis
Part 1: The Role and Value of Marketing Research Information
Chapter 1-Marketing Research for Managerial Decision Making
Chapter 2-The Marketing Research Process and Proposals
Part 2: Designing the Marketing Research Project
Chapter 3-Secondary Data, Literature Reviews and Hypotheses
Chapter 4-Exploratory Research Designs and Data Collection Approaches
Chapter 5-Descriptive and Causal Research Designs
Part 3: Gathering and Collecting Accurate Data
Chapter 6-Sampling: Theory and Methods
Chapter 7-Measurement and Scaling
Chapter 8-Designing the Questionnaire
Part 4: Data Preparation, Analysis and Reporting the Results
Chapter 9-Qualitative Data Analysis
Chapter 10-Preparing Data for Quantitative Analysis
Chapter 11-Basic Data Analysis for Quantitative Research
Chapter 12-Examining Relationships in Quantitative Research
Chapter 13-Reporting and Presenting Results
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