Marketing Research: Asia Pacific Edition with Student Resource Access 12 Months - Tapa blanda

Marketing Research

Librería:

Book Express (NZ)
(Wellington, Nueva Zelanda)

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Descripción Paperback. Condición: Very Good. Second Asia-Pacific edition. 592 pages. Marketing Research 2nd Asia-Pacific edition contin ues to equip students with the knowledge and skills required to s uccessfully undertake marketing research.Combing a solid theoreti cal foundation with a practical, step-by-step approach, the marke ting research process is explored through a learning model which is reinforced throughout the text.Using a raft of contemporary lo cal and international examples, data sets and case studies to exp lain traditional marketing research methods, Marketing Research a lso examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data m ining and the increasing use of online panels. To strength its 'l earning by doing' approach, this edition of Marketing Research in tegrates Qualtrics: a robust and easy-to-use online survey tool t hat provides students with a platform for designing, distributing and evaluating survey results. For analysing data, the text cove rs both SPSS and EXCEL outputs. Finally, each stage of research r eporting is explained, as well as a range of presentation methodo logies.This text is indispensible for students studying marketing research in any business or marketing course. Nº de ref. del artículo: 2670aa

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