The essentials of marketing research / / Lawrence S. Silver. [et al.]

• Record Nr.: UNINA9910462772203321
• Pubbl/distr/stampa: New York, N.Y. : , : Routledge, , 2013
• ISBN: 0-203-18259-6; 1-283-84167-3; 1-136-59324-1
• Edizione: [3rd ed.]
• Descrizione fisica: 1 online resource (365 p.)
• Altri autori (Persone): SilverLawrence S. <1948->; WrennBruce
• Disciplina: 658.8/3
• Soggetti: Marketing research; Electronic books.
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Rev. ed. of: Marketing research : text and cases / Bruce Wrenn, Robert E. Stevens, David L. Loudon. 2nd ed.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover; The Essentials of Marketting Research; Title Page; Copyright Page; Table of Contents; About the Authors; Acknowledgments; PART I The Marketing Research Process and Decision Making; 1 Introduction to Marketing Research; 2 Ethics in Marketing Research; PART II Secondary Data and Research Designs; 3 Secondary Data; 4 Research Designs: Exploratory and Qualitative Research; 5 Research Design: Descriptive and Causal Research; PART III Measurement, Data Collection, and Sampling; 6 Measurement; 7 Primary Data Collection; 8 Designing the Data-gathering Instrument; 9 Sampling Methods and Sample Size10 Fielding the Data-gathering Instrument; PART IV Data Analysis and Reporting; 11 Analyzing and Interpreting Data for Decisions; 12 Advanced Data Analysis; 13 The Research Report; PART V Cases; Case 1 Lone Pine Kennel Club; Case 2 Silver Jewelry Stores; Case 3 Select Hotels of North America; Case 4 River Pines School: A; Case 5 River Pines School: B; Case 6 Gary Branch, CPA; Case 7 Juan Carlos' Mexican Restaurant; Case 8 Usedcars.com; Case 9 Welcome Home Church; Case 10 The Learning Source; Case 11 Madison County Country Club; Case 12 Plasco, Inc.; Case 13 St John's SchoolCase 14 The Webmasters; Case 15 House of ; Topiary; Case 16 Professional Home Inspection; Case 17 Europska Databanka; Case 18 Northside Chiropractic Services; Case 19 Internet Versus Mail Surveys; Case 20 Louisiana Purchase Gardens and Zoo; Case 21 Mac's Sausage Company; Case 22 The Online Marketplace; Case 23 Victorian Rose Gift and Flower Shop; Case 24 MCS Publishing Company; Notes; Index
• Sommario/riassunto: Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy.The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including:Secondary research and data miningInternet marketing researchQualitative and exploratory researchStatistical analysisMarketing research ethicsWith learning objectives at the beginning of each

In the palace of Nezahualcoyotl [[electronic resource] ] : painting manuscripts, writing the pre-Hispanic past in early colonial period Tetzcoco, Mexico / / by Eduardo de J. Douglas

• Record Nr.: UNINA9910791471303321
• Autore: Douglas Eduardo de J. <1957->
• Pubbl/distr/stampa: Austin, : University of Texas Press, 2010
• ISBN: 0-292-79305-7
• Edizione: [1st ed.]
• Descrizione fisica: 1 online resource (289 p.)
• Collana: The William and Bettye Nowlin series in art, history, and culture of the Western hemisphere
• Disciplina: 972/.52
• Soggetti: Manuscripts, Nahuatl - Mexico - Texcoco de Mora; Aztec art - Mexico - Texcoco de Mora; Aztecs - Mexico - Texcoco de Mora - History; Palaces - Mexico - Texcoco de Mora; Texcoco de Mora (Mexico) History Sources; Texcoco de Mora (Mexico) Antiquities
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Note generali: Bibliographic Level Mode of Issuance: Monograph
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Mixed forms, mixed messages : the Codex Xolotl, the Quinatzin Map, and the Tlohtzin Map -- Cemanahuactli Imachiyo : "the world, its model" -- Our kin, our blood -- Telling stories -- Conclusion: In the palace of Nezahualcoyotl.
• Sommario/riassunto: Around 1542, descendants of the Aztec rulers of Mexico created accounts of the pre-Hispanic history of the city of Tetzcoco, Mexico, one of the imperial capitals of the Aztec Empire. Painted in iconic script ("picture writing"), the Codex Xolotl, the Quinatzin Map, and the Tlohtzin Map appear to retain and emphasize both pre-Hispanic content and also pre-Hispanic form, despite being produced almost a generation after the Aztecs surrendered to Hernán Cortés in 1521. Yet, as this pioneering study makes plain, the reality is far more complex. Eduardo de J. Douglas offers a detailed critical analysis and historical contextualization of the manuscripts to argue that colonial economic, political, and social concerns affected both the content of the three Tetzcocan pictorial histories and their archaizing pictorial form. As documents composed by indigenous people to assert their standing as legitimate heirs of the Aztec rulers as well as loyal subjects of the Spanish Crown and good Catholics, the Tetzcocan manuscripts qualify as subtle yet shrewd negotiations between indigenous and Spanish systems of signification and between indigenous and Spanish concepts of real property and political rights. By reading the Tetzcocan manuscripts as calculated responses to the changes and challenges posed by Spanish colonization and Christian evangelization, Douglas's study significantly contributes to and expands upon the scholarship on central Mexican manuscript painting and recent critical investigations of art and political ideology in colonial Latin America.