04038oam 2200673I 450 991078644430332120230803024722.01-136-59323-30-203-18259-61-283-84167-31-136-59324-110.4324/9780203182598(CKB)2670000000299042(EBL)1075439(OCoLC)821176547(SSID)ssj0000832211(PQKBManifestationID)11530149(PQKBTitleCode)TC0000832211(PQKBWorkID)10881962(PQKB)10050264(MiAaPQ)EBC1075439(Au-PeEL)EBL1075439(CaPaEBR)ebr10631138(CaONFJC)MIL415417(OCoLC)822655611(OCoLC)746837907(FINmELB)ELB139084(EXLCZ)99267000000029904220180706d2013 uy 0engur|n|---|||||txtccrThe essentials of marketing research /Lawrence S. Silver. [et al.]3rd ed.New York, N.Y. :Routledge,2013.1 online resource (365 p.)Rev. ed. of: Marketing research : text and cases / Bruce Wrenn, Robert E. Stevens, David L. Loudon. 2nd ed.0-415-89929-X Includes bibliographical references and index.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 Instrument9 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; IndexIdentifying 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 eachMarketing researchMarketing researchCase studiesMarketing research.Marketing research658.8/3Silver Lawrence S.1948-902195Wrenn Bruce1465595MiAaPQMiAaPQMiAaPQBOOK9910786444303321The essentials of marketing research3799101UNINA