{"product_id":"introducing-marketing-research-isbn-9780471497707","title":"Introducing Marketing Research","description":"Many textbooks have been published on marketing research but most are very quantitative and are also too detailed for students taking a one-semester course; they do not focus on important qualitative issues such as depth interviews and focus groups - the authors redress this imbalance.  Written as an introduction to marketing research, this book also includes chapters on business to business marketing research and internet marketing research.  The authors adopt a practical focus and include numerous examples as well as coursework assignments.\"Introducing Marketing Research\" ist ein ideales Lehrbuch für eine einsemestrige Einführung in das Thema Marktforschung. Mit speziellen Kapiteln zum Thema B2B-Marktforschung und Internet-Marktforschung. Das Buch ist ausgesprochen praxisorientiert und verfügt über eine Fülle praktischer Beispiele und Studienaufgaben. Besonders hervorzuheben ist die ausgewogene Präsentation qualitativer und quantitativer Aspekte der Marktforschung.  Foreword by Robert M Worcester\u003cbr\u003e \u003cbr\u003e Foreword by David Smith\u003cbr\u003e \u003cbr\u003e Preface\u003cbr\u003e \u003cbr\u003e About the Authors\u003cbr\u003e \u003cbr\u003e About the Contributors\u003cbr\u003e \u003cbr\u003e Part 1 Research Design and Methods\u003cbr\u003e \u003cbr\u003e Introduction to Marketing Research\u003cbr\u003e \u003cbr\u003e Marketing Research: Design and Process\u003cbr\u003e \u003cbr\u003e Desk Research and Secondary Data Collection\u003cbr\u003e \u003cbr\u003e Qualitative Research: Data Collection and Analysis\u003cbr\u003e \u003cbr\u003e Survey and Questionnaire Design\u003cbr\u003e \u003cbr\u003e Part 2 Statistical Considerations\u003cbr\u003e \u003cbr\u003e Basic Statistics and Data Analysis\u003cbr\u003e \u003cbr\u003e An Introduction to Sampling\u003cbr\u003e \u003cbr\u003e Hypothesis Testing and Tests of Association\u003cbr\u003e \u003cbr\u003e Hypothesis Testing and Tests of Difference\u003cbr\u003e \u003cbr\u003e Part 3 Contexts in Marketing Research\u003cbr\u003e \u003cbr\u003e International Marketing Research\u003cbr\u003e \u003cbr\u003e Internet Marketing Research\u003cbr\u003e \u003cbr\u003e Business to Business Marketd and Marketing Research\u003cbr\u003e \u003cbr\u003e Appendix 1: Selected Sources of Secondary Information\u003cbr\u003e \u003cbr\u003e Appendix 2: Statistical Tables\u003cbr\u003e \u003cbr\u003e Glossary\u003cbr\u003e \u003cbr\u003e Index \"…an excellent introduction to the topic…certainly a text I would recommend for undergraduate marketing\/ marketing research courses…\" (The Marketing Review, Winter 2002)  PAUL BAINES is Senior Lecturer in Marketing and Director of Business Development at the Middlesex University Business School.\u003cbr\u003e \u003cbr\u003e BAL CHANSARKAR is Principal Lecturer in statistics at the Middlesex University Business School.  Baines and Chansarkar have written an introductory text for marketing and marketing research students. In addition, the text will appeal to marketing research practitioners new to the industry and marketing managers who commission research projects in the course of their work. The unique feature of the book is its balance between qualitative and quantitative aspects of marketing research. It includes extended coverage of important topics including international marketing research, business to business marketing research, secondary data collection and internet marketing research.\u003cbr\u003e * The authors have adopted a practical focus including numerous recent examples of research projects from their own consultancy and work experience.\u003cbr\u003e \u003cbr\u003e * The book is split into three parts: research design and methods, statistical considerations and contexts in marketing research.\u003cbr\u003e \u003cbr\u003e * The chapters are structured with work assignments as well as content so that the book can be used to conduct a twelve-part course in marketing research. Supplementary slides on the book's website (see below) will provide further material for either educators or market research trainers.\u003cbr\u003e Forewords by Robert M. Worcester, Chairman, MORI and Visiting Professor at the London School of Economics and Dr David Smith, Chairman, Citigate DVL and Visiting Professor at the University of Hertfordshire Business School.\u003cbr\u003e \u003cbr\u003e \"...an excellent introductory marketing text. The examples and practical focus employed throughout make it both accessible and informative for student and practitioner alike\" Dr John White, Senior Lecturer in Marketing, University of Plymouth\u003cbr\u003e \u003cbr\u003e \"Introducing Marketing Research is a text that clearly identifies the recursive and interdependent nature of the decision variables involved in the development of an effective research project. This alone distinguishes it from other marketing texts where the research process is presented as a set of linear, independent set of decisions which follow neatly one after the other to lead to a conclusion.It is also a text which will, by its project focus, serve as both a reference in a practitioner's professional library and as an introductory textbook for marketing undergraduates, postgraduates and other students in non-marketing courses who have an interest in the area.\"Joel Haire, Lecturer in Market Research, Swinburne University, Melbourne\u003cbr\u003e \u003cbr\u003e Supplementary materials for lecturers adopting Introducing Marketing Research can be found on the website.","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989454405861,"sku":"NP9780471497707","price":53.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780471497707.jpg?v=1761784165","url":"https:\/\/k12savings.com\/products\/introducing-marketing-research-isbn-9780471497707","provider":"K12savings","version":"1.0","type":"link"}