Marketing Research, European Edition - Tapa blanda

Reseña del editor

This first European edition of Marketing Research, by Eric Shui, Joseph Hair, Robert Bush and David Ortinau provides students with a comprehensive introduction to the practice and importance of marketing research in the business world.

Written to meet the needs of students, the authors have brought together rigorous theory with applications to nurture the students’ ability to apply research principles to real marketing scenarios.

The text takes students step by step through the research process to help them structure their own successful research project. Beginning by outlining the principles of qualitative and quantitative research methods, the text guides students through the process of ensuring their questionnaire design obtains accurate data, and finally concludes with a full section on preparing, analyzing and presenting their data.

Key features of this edition include:

• Balanced coverage of qualitative and quantitative research methods, giving clear instructions on managing interviews and focus groups and also how to conduct surveys, experimental and test marketing
• European and global examples and cases, including Adidas, Guinness, Nokia and Second Life
• A wealth of pedagogical features including review and discussion questions. These features are designed to aid learning and make the subject more accessible for students
• The book contains a unique continuing case about a bustling city restaurant called Jimmy Spice’s. The case explores how the owner researches his customer base and how he interprets and analyses the results of his surveys and interviews, helping students to understand how they can plan their own research project
• Illustrations of how new technology is being used and how it will help to shape marketing research in the future
• Additional sample databases for use in class assignments. Fully integrated throughout, these datasets support the research projects and cases discussed in the text. Each database works with SPSS to create an activity for students to complete as they work through the text

Biografía del 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.