LEADER 04038oam 2200673I 450 001 9910786444303321 005 20230803024722.0 010 $a1-136-59323-3 010 $a0-203-18259-6 010 $a1-283-84167-3 010 $a1-136-59324-1 024 7 $a10.4324/9780203182598 035 $a(CKB)2670000000299042 035 $a(EBL)1075439 035 $a(OCoLC)821176547 035 $a(SSID)ssj0000832211 035 $a(PQKBManifestationID)11530149 035 $a(PQKBTitleCode)TC0000832211 035 $a(PQKBWorkID)10881962 035 $a(PQKB)10050264 035 $a(MiAaPQ)EBC1075439 035 $a(Au-PeEL)EBL1075439 035 $a(CaPaEBR)ebr10631138 035 $a(CaONFJC)MIL415417 035 $a(OCoLC)822655611 035 $a(OCoLC)746837907 035 $a(FINmELB)ELB139084 035 $a(EXLCZ)992670000000299042 100 $a20180706d2013 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 04$aThe essentials of marketing research /$fLawrence S. Silver. [et al.] 205 $a3rd ed. 210 1$aNew York, N.Y. :$cRoutledge,$d2013. 215 $a1 online resource (365 p.) 300 $aRev. ed. of: Marketing research : text and cases / Bruce Wrenn, Robert E. Stevens, David L. Loudon. 2nd ed. 311 $a0-415-89929-X 320 $aIncludes bibliographical references and index. 327 $aCover; 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 327 $a9 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. 327 $aCase 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 330 $aIdentifying 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 606 $aMarketing research 606 $aMarketing research$vCase studies 615 0$aMarketing research. 615 0$aMarketing research 676 $a658.8/3 701 $aSilver$b Lawrence S.$f1948-$0902195 701 $aWrenn$b Bruce$01465595 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910786444303321 996 $aThe essentials of marketing research$93799101 997 $aUNINA