Essentials of Marketing Research
Description:
"First, in the last few years, data collection has migrated quickly to online approaches, and by 2019 represented more than 60 percent of all data collection methods. The movement to online methods of data collection has necessitated the addition of considerable new material on this topic. The chapters on sampling, measurement and scaling, questionnaire design, and preparation for data analysis all required new guidelines on how to deal with online related issues. Social media monitoring and marketing research online communities are expanding research methods and are addressed in our chapter on qualitative and observational research. Second, to enhance student analytical skills we added additional variables on social media activities to the continuing case on the Santa Fe Grill and Jose's Southwestern Café. Also, there is now a separate data set based on a survey of the employees of the Santa Fe Grill. Findings of the Santa Fe Grill customer and employee data sets are related and can be compared qualitatively to obtain additional insights. The competitor data for the continuing case enables students to make comparisons of customer experiences in each of the two restaurants and to apply their research findings in devising the most effective marketing strategies for the Santa Fe Grill. We also added a new data set in Chapter 13 on communicating marketing research findings. The data set reflects the attitudes and opinions of students in our classes about advertising and types of media"--
Best prices to buy, sell, or rent ISBN 9781260260465
Frequently Asked Questions about Essentials of Marketing Research
The price for the book starts from $203.97 on Amazon and is available from 4 sellers at the moment.
If you’re interested in selling back the Essentials of Marketing Research book, you can always look up BookScouter for the best deal. BookScouter checks 30+ buyback vendors with a single search and gives you actual information on buyback pricing instantly.
As for the Essentials of Marketing Research book, the best buyback offer comes from and is $ for the book in good condition.
The Essentials of Marketing Research book is in very low demand now as the rank for the book is 1,890,953 at the moment. A rank of 1,000,000 means the last copy sold approximately a month ago.
Not enough insights yet.