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Basic marketing research. / / Naresh K. Malhotra
| Basic marketing research. / / Naresh K. Malhotra |
| Autore | Malhotra Naresh K. |
| Edizione | [Fourth edition, Pearson new international edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson Education, Limited, , [2014] |
| Descrizione fisica | 1 online resource (675 pages) : illustrations |
| Disciplina | 658.83 |
| Collana | Pearson custom library |
| Soggetto topico | Marketing research |
| ISBN | 1-292-03378-9 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Cover -- Table of Contents -- Appendix: Statistical Tables -- 1. Introduction to Marketing Research -- 2. Defining the Marketing Research Problem and Developing an Approach -- 3. Research Design -- 4. Exploratory Research Design: Secondary Data -- 5. Exploratory Research Design: Syndicated Sources of Secondary Data -- 6. Exploratory Research Design: Qualitative Research -- 7. Descriptive Research Design: Survey and Observation -- 8. Casual Research Design: Experimentation -- 9. Measurement and Scaling: Fundamentals and Comparative Scaling -- 10. Measurement and Scaling: Noncomparative Scaling Techniques -- 11. Questionnaire and Form Design -- 12. Sampling: Design and Procedures -- 13. Sampling: Final and Initial Sample-Size Determination -- 14. Fieldwork: Data Collection -- 15. Data Preparation and Analysis Strategy -- 16. Data Analysis: Frequency Distribution, Hypothesis Testing, and Cross-Tabulation -- 17. Data Analysis: Hypothesis Testing Related to Differences -- 18. Data Analysis: Correlation and Regression -- 19. Report Preparation and Presentation -- Case: Hewlett-Packard (HP): Using Marketing Research to Gain a Competitive Edge -- Case: Baskin-Robbins: Can It Bask in the Good 'Ole Days? -- Case: McDonald's: The World's Number One Fast-Food Company! -- Case: Boeing: Taking Flight -- Comprehensive Questions for TruEarth Healthy Foods: Market Research for a New Product Introduction -- Comprehensive Questions for Metabical: Positioning and Communications Strategy for a New Weight-Loss Drug -- Comprehensive Questions for Saxonville Sausage Company -- Index. |
| Record Nr. | UNINA-9910151594803321 |
Malhotra Naresh K.
|
||
| Harlow, England : , : Pearson Education, Limited, , [2014] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Essentials of marketing research : a hands-on approach / / Naresh K. Malhotra
| Essentials of marketing research : a hands-on approach / / Naresh K. Malhotra |
| Autore | Malhotra Naresh K. |
| Edizione | [Global edition.] |
| Pubbl/distr/stampa | Boston : , : Pearson, , [2015] |
| Descrizione fisica | 1 online resource (468 pages) : illustrations |
| Disciplina | 658.83 |
| Collana | Always Learning |
| Soggetto topico | Marketing research |
| ISBN | 1-292-07514-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Brief Contents -- Contents -- Foreword -- Preface -- About the Author -- Part 1: Introduction and Early Phases of Marketing Research -- Chapter 1: Introduction to Marketing Research -- Overview -- Learning Objectives -- Definition of Marketing Research -- A Classification of Marketing Research -- The Marketing Research Process -- Step 1: Defining the Problem -- Step 2: Developing an Approach to the Problem -- Step 3: Formulating a Research Design -- Step 4: Doing Field Work or Collecting Data -- Step 5: Preparing and Analyzing Data -- Step 6: Preparing and Presenting the Report -- The Role of Marketing Research in Marketing Decision Making -- The Decision to Conduct Marketing Research -- The Marketing Research Industry -- Selecting a Research Supplier -- Careers in Marketing Research -- The Role of Marketing Research in MIS and DSS -- International Marketing Research -- Marketing Research and Social Media -- Ethics in Marketing Research -- Summary -- Companion Website -- Key Terms and Concepts -- Suggested Cases and Video Cases -- Live Research: Conducting a Marketing Research Project -- Acronyms -- Review Questions -- Applied Problems -- Internet Exercises -- Online Video Case 1.1: Burke: Learning and Growing Through Marketing Research -- Chapter 2: Defining the Marketing Research Problem and Developing an Approach -- Overview -- Learning Objectives -- The Importance of Defining The Problem -- The Process of Defining the Problem and Developing an Approach -- Tasks Involved in Problem Definition -- Discussions with Decision Makers -- Interviews with Industry Experts -- Secondary Data Analysis -- Qualitative Research -- Environmental Context of The Problem -- Past Information and Forecasts -- Resources and Constraints -- Objectives -- Buyer Behavior -- Legal Environment -- Economic Environment -- Marketing and Technological Skills.
Management Decision Problem and Marketing Research Problem -- Defining the Marketing Research Problem -- Components of the Approach -- Analytical Framework and Models -- Research Questions and Hypotheses -- Specification of Information Needed -- International Marketing Research -- Marketing Research and Social Media -- Approach to the Problem -- Ethics in Marketing Research -- Summary -- Companion Website -- Key Terms and Concepts -- Suggested Cases and Video Cases -- Live Research: Conducting a Marketing Research Project -- Acronyms -- Review Questions -- Applied Problems -- Internet Exercises -- Online Video Case 2.1: Accenture: The Accent is in the Name -- Part 2: Research Design Formulation -- Chapter 3: Research Design, Secondary and Syndicated Data -- Overview -- Learning Objectives -- Research Design Definition -- Basic Research Designs -- Exploratory Research -- Descriptive Research -- Causal Research -- Primary Versus Secondary Data -- Advantages and Disadvantages of Secondary Data -- Criteria for Evaluating Secondary Data -- Specifications: Methodology Used to Collect the Data -- Error: Accuracy of the Data -- Currency: When the Data Were Collected -- Objective: The Purpose for the Study -- Nature: The Content of the Data -- Dependability: How Dependable Are the Data? -- Classification of Secondary Data -- Internal Secondary Data -- Customer Databases -- Data Warehouse and Data Mining -- CRM and Database Marketing -- External Secondary Data -- Business/Nongovernment Data -- Government Sources -- The Nature of Syndicated Data -- A Classification of Syndicated Services -- Syndicated Services for Consumer Data -- Surveys -- Purchase and Media Panels -- Electronic Scanner Services -- Syndicated Services for Institutional Data -- Retailer and Wholesaler Audits -- Industry Services. Combining Information from a Variety of Sources: Single-Source Data -- How to Conduct an Online Search for External Secondary Data -- International Marketing Research -- Marketing Research and Social Media -- Ethics in Marketing Research -- Summary -- Companion Website -- Key Terms and Concepts -- Suggested Cases and Video Cases -- Live Research: Conducting a Marketing Research Project -- Acronyms -- Review Questions -- Applied Problems -- Internet Exercises -- Online Video Case 3.1: National Football League: The King of Professional Sports -- Chapter 4: Qualitative Research -- Overview -- Learning Objectives -- Primary Data: Qualitative Versus Quantitative Research -- A Classification of Qualitative Research Procedures -- Focus Group Interviews -- Characteristics -- Planning and Conducting Focus Groups -- Advantages and Disadvantages of Focus Groups -- Online Focus Groups -- Advantages and Disadvantages of Online Focus Groups -- Depth Interviews -- Conducting Depth Interviews -- Advantages and Disadvantages of Depth Interviews -- Projective Techniques -- Word Association -- Sentence Completion -- Picture Response and Cartoon Test -- Role Playing and Third-Person Techniques -- Advantages and Disadvantages of Projective Techniques -- Other Methods of Qualitative Research -- Ethnography and Netnography -- Mystery Shopping -- International Marketing Research -- Marketing Research and Social Media -- Focus Groups -- Depth Interviews -- Projective Techniques -- Limitations -- Ethics in Marketing Research -- Summary -- Companion Website -- Key Terms and Concepts -- Suggested Cases and Video Cases -- Live Research: Conducting a Marketing Research Project -- Acronyms -- Review Questions -- Applied Problems -- Internet Exercises -- Online Video Case 4.1: Nike: Associating Athletes, Performance, and the Brand -- Chapter 5: Survey and Observation -- Overview. Learning Objectives -- Survey Methods -- Survey Methods Classified by Mode of Administration -- Telephone Methods -- Traditional Telephone Interviews -- Computer-Assisted Telephone Interviewing -- Advantages and Disadvantages of Telephone Interviewing -- Personal Methods -- Personal In-Home Interviews -- Advantages and Disadvantages of In-Home Interviewing -- Mall-Intercept Personal Interviews -- Advantages and Disadvantages of Mall Intercepts -- Computer-Assisted Personal Interviewing -- Advantages and Disadvantages of CAPI -- Mail Methods -- Mail Interviews -- Mail Panels -- Advantages and Disadvantages of Mail Surveys -- Electronic Methods -- E-mail Surveys -- Internet Surveys -- Advantages and Disadvantages of Electronic Methods -- Some Other Survey Methods -- Criteria for Selecting a Survey Method -- Improving Survey Response Rates -- Prior Notification -- Incentives -- Follow-Up -- Other Facilitators of Response -- Observation Methods -- Personal Observation -- Mechanical Observation -- A Comparison of Survey and Observation Methods -- Relative Advantages of Observation -- Relative Disadvantages of Observation -- International Marketing Research -- Marketing Research and Social Media -- Surveys -- Observation -- Ethics in Marketing Research -- Summary -- Companion Website -- Key Terms and Concepts -- Suggested Cases and Video Cases -- Live Research: Conducting a Marketing Research Project -- Acronyms -- Review Questions -- Applied Problems -- Internet Exercises -- Online Video Case 5.1: Starbucks: Staying Local While Going Global Through Marketing Research -- Chapter 6: Experimentation and Causal Research -- Overview -- Learning Objectives -- Concept of Causality -- Conditions for Causality -- Concomitant Variation -- Time Order of Occurrence of Variables -- Absence of Other Possible Causal Factors -- Role of Evidence. What is Experimentation? -- Definitions and Concepts -- Independent Variables -- Test Units -- Dependent Variables -- Extraneous Variables -- Random Assignment to Experimental and Control Groups -- Experiment -- Experimental Design -- Definition of Symbols -- Validity in Experimentation -- Internal Validity -- External Validity -- Controlling Extraneous Variables -- A Classification of Experimental Designs -- Pre-experimental Designs -- One-Shot Case Study -- One-Group Pretest-Posttest Design -- Static Group Design -- True Experimental Designs -- Pretest-Posttest Control Group Design -- Posttest-Only Control Group Design -- Statistical Designs -- Factorial Design -- Selecting an Experimental Design -- Experimentation on the Web -- Experimental Versus Nonexperimental Designs -- Limitations of Experimentation -- Cost -- Administration -- Application: Test Marketing -- International Marketing Research -- Marketing Research and Social Media -- Ethics in Marketing Research -- Summary -- Companion Website -- Key Terms and Concepts -- Suggested Cases and Video Cases -- Live Research: Conducting a Marketing Research Project -- Acronyms -- Review Questions -- Applied Problems -- Internet Exercises -- Online Video Case 6.1: AFLAC: Marketing Research Quacks a Duck -- Chapter 7: Measurement and Scaling -- Overview -- Learning Objectives -- Measurement and Scaling -- Primary Scales of Measurement -- Nominal Scale -- Ordinal Scale -- Interval Scale -- Ratio Scale -- Comparative and Noncomparative Scaling Techniques -- Comparative Scaling Techniques -- Paired Comparison Scaling -- Rank-Order Scaling -- Constant Sum Scaling -- Noncomparative Scaling Techniques -- Continuous Rating Scale -- Itemized Rating Scales -- Multi-Item Scales -- Scale Evaluation -- Reliability -- Validity -- Relationship Between Reliability and Validity -- Choosing a Scaling Technique. International Marketing Research. |
| Record Nr. | UNINA-9910154799603321 |
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Malhotra Naresh K.
|
||
| Boston : , : Pearson, , [2015] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Essentials of marketing research / / Naresh K. Malhotra, David F. Birks, Peter Wills
| Essentials of marketing research / / Naresh K. Malhotra, David F. Birks, Peter Wills |
| Autore | Malhotra Naresh K. |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson Education Limited, , [2013] |
| Descrizione fisica | 1 online resource (496 pages) |
| Disciplina | 658.83 |
| Collana | Always learning |
| Soggetto topico | Marketing research |
| ISBN |
1-78764-420-0
0-273-72437-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Contents -- Preface -- About the authors -- Publisher's acknowledgements -- 1 Management decisions and the marketing research problem -- Objectives -- Overview -- What is marketing research? -- Definition of marketing research -- Justifying the value of marketing research -- A classification of marketing research -- An overview of the marketing research industry -- The marketing research process -- Defining the marketing research problem -- The marketing research brief -- The marketing research proposal -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- Questions -- Exercises -- Notes -- 2 Research objectives and research design -- Objectives -- Overview -- The process of defining the problem and developing a research approach -- Environmental context of the problem -- Discussions with decision makers -- Interviews with industry experts -- Initial secondary data analyses -- Marketing decision problem and marketing research problem -- Defining the marketing research problem -- Developing a research approach -- Objective/theoretical framework -- Analytical model -- Research questions -- Hypothesis -- Developing a research design -- Research design from the decision makers' perspective -- Research design from the participants' perspective -- Research design classification -- Descriptive research -- Causal research -- Relationships between exploratory, descriptive and causal research -- Potential sources of error in research designs -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- Questions -- Exercises -- Notes -- 3 Secondary data collection and analysis: internal and external sources -- Objectives -- Overview -- Defining primary data and secondary data.
Advantages and uses of secondary data -- Disadvantages of secondary data -- Criteria for evaluating secondary data -- Classification of secondary data -- Internal secondary data -- External secondary data -- Databases -- Classification of online databases -- Syndicated sources of secondary data -- Syndicated data from households -- Syndicated data from institutions -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- Questions -- Exercises -- Notes -- 4 Qualitative research methods -- Objectives -- Overview -- Primary data: qualitative versus quantitative research -- Rationale for using qualitative research -- Focus group discussions -- Planning and conducting focus groups -- Online focus groups: e-groups -- In-depth interviews -- Projective techniques -- Ethnographic approaches -- Comparison between qualitative techniques -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- Questions -- Exercises -- Notes -- 5 Descriptive research design: survey, observation and causal research -- Objectives -- Overview -- SURVEY METHODS -- Online surveys -- Telephone surveys -- Face-to-face surveys -- Postal surveys -- A comparative evaluation of survey methods -- Task factors -- Situational factors -- Participant factors -- Other survey methods -- Mixed-mode surveys -- OBSERVATION TECHNIQUES -- Observation techniques classified by mode of administration -- A comparative evaluation of the observation techniques -- Advantages and disadvantages of observation techniques -- CAUSALITY -- Conditions for causality -- Definitions and concepts -- Validity in experimentation -- Extraneous variables -- Controlling extraneous variables -- A classification of experimental designs -- Laboratory versus field experiments. Experimental versus non-experimental designs -- Limitations of experimentation -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 6 Social media research methods -- Objectives -- Overview -- What is social media research? -- The emergence of social media research -- Active and passive social media research -- Social media research methods -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- Questions -- Exercises -- Notes -- 7 Questionnaire design, measurement and scaling -- Objectives -- Overview -- Questionnaire definition -- Questionnaire design process -- Specify the information needed -- Specify the type of interviewing method -- Determine the content of individual questions -- Overcoming the participant's inability and unwillingness to answer -- Choose question structure -- Choose question wording -- Arrange the questions in proper order -- Identify the form and layout -- Reproduce the questionnaire -- Eliminate problems by pilot-testing -- Summarising the questionnaire design process -- Measurement and scaling -- Primary scales of measurement -- A comparison of scaling techniques -- Comparative scaling techniques -- Non-comparative scaling techniques -- Itemised rating scales -- Itemised rating scale decisions -- Multi-item scales -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 8 Sampling: design and procedures -- Objectives -- Overview -- Sample or census -- The sampling design process -- A classification of sampling techniques -- Non-probability sampling techniques. Probability sampling techniques -- Choosing non-probability versus probability sampling -- Uses of non-probability and probability sampling -- Summary of sampling techniques -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 9 Fieldwork and data integrity -- Objectives -- Overview -- The nature of survey fieldwork -- Survey fieldwork and the data collection process -- Selecting survey fieldworkers -- Training survey fieldworkers -- Recording the answers -- Supervising survey fieldworkers -- Validating survey fieldwork -- Evaluating survey fieldworkers -- Errors related to fieldwork -- Non-response issues -- The data integrity process -- Checking the questionnaire -- Editing -- Coding -- Transcribing -- Cleaning the data -- Statistically adjusting the data -- Selecting a data analysis strategy -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 10 Qualitative data analysis -- Objectives -- Overview -- The qualitative researcher -- The process of qualitative data analysis -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- Questions -- Exercises -- Notes -- 11 Basic quantitative data analysis -- Objectives -- Overview -- Frequency distribution -- Statistics associated with frequency distribution -- Cross-tabulations -- The application of hypothesis tests -- The general approach to hypothesis testing -- Types of hypothesis tests -- Parametric tests -- Non-parametric tests -- Statistics associated with cross-tabulation -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes. 12 Advanced quantitative data analysis -- Objectives -- Overview -- Factor analysis -- Basic concept -- Factor analysis model -- Statistics associated with factor analysis -- Conducting factor analysis -- Cluster analysis -- Basic concept -- Statistics associated with cluster analysis -- Conducting cluster analysis -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 13 Report preparation and presentation -- Objectives -- Overview -- Importance of the report and presentation -- Preparation and presentation process -- Report preparation -- Oral presentation -- Research follow-up -- International marketing research -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- SNAP Learning Edition -- Questions -- Exercises -- Notes -- 14 International marketing research -- Objectives -- Overview -- What is international marketing research? -- A framework for international marketing research -- Secondary data -- Qualitative methods -- Survey methods -- Measurement and scaling -- Questionnaire translation -- Ethics in marketing research -- Digital developments in marketing research -- Summary -- Questions -- Exercises -- Notes -- Appendix: Statistical tables -- Glossary. |
| Record Nr. | UNINA-9910150208103321 |
|
Malhotra Naresh K.
|
||
| Harlow, England : , : Pearson Education Limited, , [2013] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing in and for a sustainable society [[electronic resource] /] / edited by Naresh K. Malhotra
| Marketing in and for a sustainable society [[electronic resource] /] / edited by Naresh K. Malhotra |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | Bingley, England : , : Emerald, , 2016 |
| Descrizione fisica | 1 online resource (246 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | MalhotraNaresh K |
| Collana | Review of marketing research |
| Soggetto topico |
Business & Economics - Marketing - General
Sales & marketing Marketing Sustainability |
| ISBN | 1-78635-281-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Front Cover; Marketing in and for a Sustainable Society; Copyright Page; Contents; List of Contributors; Editorial Advisory Board; Ad hoc Reviewers; Introduction; Overview; Publication Mission; Articles in This Volume; Sustainability and Marketing: Concurrent Pursuit of a Smaller Environmental Footprint and a Larger Market Footprint; Introduction; Sustainability and Marketing: A Literature Overview; Organizational Responsiveness to the Sustainability Imperative: A Conceptual Framework; Internal Organizational Forces; External Forces; Sustainability Oriented Behaviors; Discussion
Toward Sustainability: Corporate Sustainability Responsibility, Consumer Sustainability Responsibility, and Government Sust...Toward Sustainability: Consumption Elimination, Consumption Reduction, and Consumption Redirection; Toward Sustainability: Fostering Facilitating Forces and Mitigating Impeding Forces; References; Marketing's Quest for Environmental Sustainability: Persistent Challenges and New Perspectives; Possible Explanations for Lack of Meaningful Progress in Environmental Sustainability; Insufficiency of Existing Theoretical Lenses; Insignificance: Tweaking at the Margins Incompatibility between the Logic of Marketing and the Logic of SustainabilityIncommensurability in Scale; New Theoretical Lenses Integrating Sustainability and the Natural Environment; Assemblage Theory as a Lens for Sustainability; Socio-Ecological Systems Theory; Biomimicry: A Framework for Integrating Marketing and Nature; Concluding Thoughts and Future Directions; Acknowledgments; References; A Stakeholder Marketing Approach to Sustainable Business; Introduction; Theoretical Perspectives; Resource-Based View; Stakeholder Theory; Hypothesis Development Stakeholder Orientation and Stakeholder ResponsivenessStakeholder Responsiveness and Marketing Outcomes; Stakeholder Responsiveness and Performance: Marketing Outcomes as Mediators; Data Collection; Measures; Stakeholder Orientation; Stakeholder Responsiveness; Marketing Outcomes; Firm Performance; Control Variables; Results; Discussion and Implications; Stakeholder Orientations and Stakeholder Responsiveness; Stakeholder Responsiveness and Marketing Outcomes; Effects on Firm Performance; Conclusions; Acknowledgments; References Turning to Sustainable Business Practices: A Macromarketing PerspectiveEarly Accomplishments for Sustainable Business Practices; Challenges for Businesses Adopting Sustainable Business Practices; Consumer Product Adoption Challenges; Sustainable Communication Challenges; Sustainable Message Framing; Sustainable Intentions and Behaviors; The Changing Consumer; Consumers' Attitudes Change toward Sustainability; Consumers Notice Changes in Business Operations; Consumers Turn toward Green; The Changing Firm; Factors Influencing Businesses to Adopt Sustainable Business Practices Using Nature's Principles |
| Record Nr. | UNINA-9910798572503321 |
| Bingley, England : , : Emerald, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing in and for a sustainable society [[electronic resource] /] / edited by Naresh K. Malhotra
| Marketing in and for a sustainable society [[electronic resource] /] / edited by Naresh K. Malhotra |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | Bingley, England : , : Emerald, , 2016 |
| Descrizione fisica | 1 online resource (246 p.) |
| Disciplina | 658.8 |
| Altri autori (Persone) | MalhotraNaresh K |
| Collana | Review of marketing research |
| Soggetto topico |
Business & Economics - Marketing - General
Sales & marketing Marketing Sustainability |
| ISBN | 1-78635-281-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Front Cover; Marketing in and for a Sustainable Society; Copyright Page; Contents; List of Contributors; Editorial Advisory Board; Ad hoc Reviewers; Introduction; Overview; Publication Mission; Articles in This Volume; Sustainability and Marketing: Concurrent Pursuit of a Smaller Environmental Footprint and a Larger Market Footprint; Introduction; Sustainability and Marketing: A Literature Overview; Organizational Responsiveness to the Sustainability Imperative: A Conceptual Framework; Internal Organizational Forces; External Forces; Sustainability Oriented Behaviors; Discussion
Toward Sustainability: Corporate Sustainability Responsibility, Consumer Sustainability Responsibility, and Government Sust...Toward Sustainability: Consumption Elimination, Consumption Reduction, and Consumption Redirection; Toward Sustainability: Fostering Facilitating Forces and Mitigating Impeding Forces; References; Marketing's Quest for Environmental Sustainability: Persistent Challenges and New Perspectives; Possible Explanations for Lack of Meaningful Progress in Environmental Sustainability; Insufficiency of Existing Theoretical Lenses; Insignificance: Tweaking at the Margins Incompatibility between the Logic of Marketing and the Logic of SustainabilityIncommensurability in Scale; New Theoretical Lenses Integrating Sustainability and the Natural Environment; Assemblage Theory as a Lens for Sustainability; Socio-Ecological Systems Theory; Biomimicry: A Framework for Integrating Marketing and Nature; Concluding Thoughts and Future Directions; Acknowledgments; References; A Stakeholder Marketing Approach to Sustainable Business; Introduction; Theoretical Perspectives; Resource-Based View; Stakeholder Theory; Hypothesis Development Stakeholder Orientation and Stakeholder ResponsivenessStakeholder Responsiveness and Marketing Outcomes; Stakeholder Responsiveness and Performance: Marketing Outcomes as Mediators; Data Collection; Measures; Stakeholder Orientation; Stakeholder Responsiveness; Marketing Outcomes; Firm Performance; Control Variables; Results; Discussion and Implications; Stakeholder Orientations and Stakeholder Responsiveness; Stakeholder Responsiveness and Marketing Outcomes; Effects on Firm Performance; Conclusions; Acknowledgments; References Turning to Sustainable Business Practices: A Macromarketing PerspectiveEarly Accomplishments for Sustainable Business Practices; Challenges for Businesses Adopting Sustainable Business Practices; Consumer Product Adoption Challenges; Sustainable Communication Challenges; Sustainable Message Framing; Sustainable Intentions and Behaviors; The Changing Consumer; Consumers' Attitudes Change toward Sustainability; Consumers Notice Changes in Business Operations; Consumers Turn toward Green; The Changing Firm; Factors Influencing Businesses to Adopt Sustainable Business Practices Using Nature's Principles |
| Record Nr. | UNINA-9910822145603321 |
| Bingley, England : , : Emerald, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing research : an applied approach / / Naresh K. Malhotra, David F. Birks, Peter Wills
| Marketing research : an applied approach / / Naresh K. Malhotra, David F. Birks, Peter Wills |
| Autore | Malhotra Naresh K. |
| Edizione | [Fourth edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson, , 2012 |
| Descrizione fisica | 1 online resource (1,037 pages) : color illustrations, photographs |
| Disciplina | 658.83 |
| Collana | Always Learning |
| Soggetto topico |
Marketing research
Marketing |
| ISBN | 0-273-72586-6 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Marketing Research -- Brief contents -- Contents -- Preface -- Guided tour -- Publisher's acknowledgements -- About the authors -- Introduction to marketing research -- Objectives -- Overview -- What does marketing research encompass? -- Definition of marketing research -- The marketing research process -- A classification of marketing research -- The global marketing research industry -- Justifying the investment in marketing research -- The future - Research.and the nature of skills demanded of researchers -- Supporting decision-makers in sports marketing -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Defining the marketing research problem and developing a research approach -- Objectives -- Overview -- Importance of defining the problem -- The marketing research brief -- Components of the marketing research brief -- The marketing research proposal -- The process of defining the problem and developing a research approach -- Environmental context of the problem -- Discussions with decision-makers -- Interviews with industry experts -- Initial secondary data analyses -- Marketing decision problem and marketing research problem -- Defining the marketing research problem -- Components of the research approach -- Objective/theoretical framework -- Analytical model -- Research questions -- Hypothesis -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Research design -- Objectives -- Overview -- Research design definition -- perspective -- Research design from the participants' perspective -- Research design classification -- Descriptive research -- Causal research.
Relationships between exploratory, descriptive and causal research -- Potential sources of error in research designs -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Secondary data collection and analysis -- Objectives -- Overview -- Defining primary data, secondary data and marketing intelligence -- Advantages and uses of secondary data -- Disadvantages of secondary data -- Criteria for evaluating secondary data -- Classification of secondary data -- Published external secondary sources -- Databases -- Classification of online databases -- Syndicated sources of secondary data -- Syndicated data from households -- Syndicated data from institutions -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Internal secondary data and the use of databases -- Objectives -- Overview -- Internal secondary data -- Geodemographic data analyses -- Customer relationship management -- Web analytics -- Linking different types of data -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Qualitative research: its nature and approaches -- Objectives -- Overview -- Primary data: qualitative versus quantitative research -- Rationale for using qualitative research -- Philosophy and qualitative research -- Ethnographic research -- Grounded theory -- Action research -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Qualitative research: focus group discussions -- Objectives -- Overview -- Classifying qualitative research techniques. Focus group discussion -- Planning and conducting focus groups -- The moderator -- Other variations of focus groups -- Other types of qualitative group discussions -- Misconceptions about focus groups -- Online focus groups - e-groups -- Advantages of e-groups -- Disadvantages of e-groups -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Qualitative research: in-depth interviewing and projective techniques -- Objectives -- Overview -- In-depth interviews -- Projective techniques -- Comparison between qualitative techniques -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Qualitative research: data analysis -- Objectives -- Overview -- The qualitative researcher -- The process of qualitative data analysis -- Grounded theory -- Content analysis -- Semiotics -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Survey and quantitative observation techniques -- Objectives -- Overview -- Survey methods -- Online surveys -- Telephone surveys -- Face-to-face surveys -- Postal surveys -- A comparative evaluation of survey methods -- Other survey methods -- Mixed-mode surveys -- Observation techniques -- Observation techniques classified by mode of administration -- A comparative evaluation of the observation techniques -- Advantages and disadvantages of observation techniques -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Causal research design: experimentation -- Objectives -- Overview -- Concept of causality. Conditions for causality -- Definitions and concepts -- Definition of symbols -- Validity in experimentation -- Extraneous variables -- Controlling extraneous variables -- A classification of experimental designs -- Pre-experimental designs -- True experimental designs -- Quasi-experimental designs -- Statistical designs -- Laboratory versus field experiments -- Experimental versus non-experimental designs -- Application: test marketing -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Measurement and scaling: fundamentals, comparative and non-comparative scaling -- Objectives -- Overview -- Measurement and scaling -- Scale characteristics and levels of measurement -- Primary scales of measurement -- A comparison of scaling techniques -- Comparative scaling techniques -- Itemised rating scale decisions -- Multi-item scales -- Scale evaluation -- Choosing a scaling technique -- Mathematically derived scales -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Questionnaire design -- Objectives -- Overview -- Questionnaire definition -- Questionnaire design process -- Specify the information needed -- Specify the type of interviewing method -- Determine the content of individual questions -- Overcoming the participant's inability and unwillingness to answer -- Choose question structure -- Choose question wording -- Arrange the questions in proper order -- Identify the form and layout -- Reproduce the questionnaire -- Eliminate problems by pilot-testing -- Summarising the questionnaire design process -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary. Questions -- Exercises -- Notes -- Sampling: design and procedures -- Objectives -- Overview -- Non-comparative scaling techniques -- Itemised rating scales -- Sample or census -- The sampling design process -- A classification of sampling techniques -- Non-probability sampling techniques -- Probability sampling techniques -- Choosing non-probability versus probability sampling -- Summary of sampling techniques -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Sampling: final and initial sample size determination -- Objectives -- Overview -- Definitions and symbols -- The sampling distribution -- Statistical approaches to determining sample size -- The confidence interval approach -- Multiple characteristics and parameters -- Other probability sampling techniques -- Adjusting the statistically determined sample size -- Calculation of response rates -- Non-response issues in sampling -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Appendix: The normal distribution -- Notes -- Survey fieldwork -- Objectives -- Overview -- The nature of survey fieldwork -- Survey fieldwork and the data collection process -- Selecting survey fieldworkers -- Training survey fieldworkers -- Recording the answers -- Supervising survey fieldworkers -- Validating survey fieldwork -- Evaluating survey fieldworkers -- International marketing research -- Ethics in marketing research -- Digital applications in marketing research -- Summary -- Questions -- Exercises -- Notes -- Data integrity -- Objectives -- Overview -- The data integrity process -- Checking the questionnaire -- Editing -- Coding -- Transcribing -- Cleaning the data. Statistically adjusting the data. |
| Record Nr. | UNINA-9910150200703321 |
|
Malhotra Naresh K.
|
||
| Harlow, England : , : Pearson, , 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing research : an applied orientation / Naresh K. Malhotra
| Marketing research : an applied orientation / Naresh K. Malhotra |
| Autore | Malhotra, Naresh K. |
| Edizione | [5. ed] |
| Pubbl/distr/stampa | Upper Saddle River, : Pearson Prentice Hall, ©2007 |
| Descrizione fisica | [96], 811 p. : ill. ; 29 cm + 1 CD-ROM. |
| Disciplina | 658.8 |
| Soggetto topico | Marketing |
| ISBN |
0132221179
0132279460 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNISANNIO-MIL0714676 |
|
Malhotra, Naresh K.
|
||
| Upper Saddle River, : Pearson Prentice Hall, ©2007 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. del Sannio | ||
| ||
Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships / / Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar
| Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships / / Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar |
| Autore | Malhotra Naresh K. |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 |
| Descrizione fisica | 1 online resource (xii, 162 pages) |
| Disciplina | 658.812 |
| Collana | Marketing strategy collection |
| Soggetto topico | Relationship marketing |
| Soggetto genere / forma | Electronic books. |
| Soggetto non controllato |
B2B relationships
B2C relationships customer lifetime value customer loyalty customer relationship management customer satisfaction electronic relationship marketing internal marketing loyalty and rewards programs mindful relationship marketing relationship marketing value cocreation |
| ISBN | 1-63157-434-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. Introduction -- 2. What is relationship marketing? -- 3. B2B relationship marketing -- 4. B2C relationship marketing -- 5. Internal relationship marketing -- 6. Building brand equity through relationship marketing -- 7. Customer relationship management analytics -- 8. Future of relationship marketing -- Notes -- References -- Index. |
| Record Nr. | UNINA-9910465346003321 |
|
Malhotra Naresh K.
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships / / Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar
| Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships / / Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar |
| Autore | Malhotra Naresh K. |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 |
| Descrizione fisica | 1 online resource (xii, 162 pages) |
| Disciplina | 658.812 |
| Collana | Marketing strategy collection |
| Soggetto topico |
Relationship marketing
Relacions amb els clients - Direcció i administració |
| Soggetto non controllato |
B2B relationships
B2C relationships customer lifetime value customer loyalty customer satisfaction electronic relationship marketing internal marketing loyalty and rewards programs mindful relationship marketing relationship marketing value cocreation |
| ISBN | 1-63157-434-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. Introduction -- 2. What is relationship marketing? -- 3. B2B relationship marketing -- 4. B2C relationship marketing -- 5. Internal relationship marketing -- 6. Building brand equity through relationship marketing -- 7. Customer relationship management analytics -- 8. Future of relationship marketing -- Notes -- References -- Index. |
| Record Nr. | UNINA-9910798111903321 |
|
Malhotra Naresh K.
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships / / Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar
| Relationship marketing re-imagined : marketing's inevitable shift from exchanges to value cocreating relationships / / Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar |
| Autore | Malhotra Naresh K. |
| Edizione | [First edition.] |
| Pubbl/distr/stampa | New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 |
| Descrizione fisica | 1 online resource (xii, 162 pages) |
| Disciplina | 658.812 |
| Collana | Marketing strategy collection |
| Soggetto topico |
Relationship marketing
Relacions amb els clients - Direcció i administració |
| Soggetto non controllato |
B2B relationships
B2C relationships customer lifetime value customer loyalty customer satisfaction electronic relationship marketing internal marketing loyalty and rewards programs mindful relationship marketing relationship marketing value cocreation |
| ISBN | 1-63157-434-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | 1. Introduction -- 2. What is relationship marketing? -- 3. B2B relationship marketing -- 4. B2C relationship marketing -- 5. Internal relationship marketing -- 6. Building brand equity through relationship marketing -- 7. Customer relationship management analytics -- 8. Future of relationship marketing -- Notes -- References -- Index. |
| Record Nr. | UNINA-9910822382903321 |
|
Malhotra Naresh K.
|
||
| New York, New York (222 East 46th Street, New York, NY 10017) : , : Business Expert Press, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
