Basic marketing research : customer insights and managerial action / Tom J. Brown, Oklahoma State University, Tracy A. Suter, Oklahoma State University, Gilbert A. Churchill Jr., University of Wisconsin - Madison.
Editor: Stamford, CT, USA ; Cengage Learning, [2014]Edición: Eight editionDescripción: xxvi, 478 pages. : illustrations ; 29 cmTipo de contenido:- text
- unmediated
- volume
- 9781111525293
- HF5415.2 .C49 2014
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
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| Libro | Biblioteca de Mayagüez Colección General mb | HF5415.2 .C49 2014 (Navegar estantería(Abre debajo)) | c. 1 | Disponible | 50000003269775 |
Descripciones mejoradas de Syndetics:
Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? It is a best seller because it's written from a student's perspective. Authors Brown, Suter, and Churchill know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits. Available with InfoTrac Student Collections http://gocengage.com/infotrac.
Previously published: Basic marketing research / Gilbert A. Churchill Jr., Tom J. Brown, Tracy A. Suter. Australia ; South-Western/Cengage Learning, c2010.
Includes bibliographical references and index.
PART I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM FORMULATION -- 1. The Role of Marketing Research -- 2. The Research Process and Ethical Concerns -- 3. Problem Formulation -- 4. Exploratory Research -- PART II: Working with Existing Information to Solve Problems -- 5. Decision Support Systems: Introduction -- 6. Decision Support Systems: Working with "Big Data" -- 7. Using External Secondary Data -- PART III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS -- 8. Causal Research -- 9. Collecting Descriptive Primary Data -- 10. Collecting Data by Observation -- 11. Collecting Data by Communication -- 12. Asking Good Questions -- 13. Designing the Data Collection Form -- 14. Developing the Sampling Plan -- 15. Data Collection: Enhancing Response Rates while Limiting Errors -- PART IV: ANALYZING DATA -- 16. Data Preparation for Analysis -- 17. Analysis and Interpretation: Individual Variables Independently -- 18. Analysis and Interpretation: Multiple Variables Simultaneously -- PART IV: REPORTING THE RESULTS -- 19. The Oral Research Presentation -- 20. The Written Research Report -- Appendix -- Endnotes -- Glossary -- Index.
Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? It is a best seller because it's written from a student's perspective. Authors Brown, Suter, and Churchill know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits.