About The Book
Traditional roles are changing. Marketing researchers are becoming more involved in decision making, whereas marketing managers are becoming more involved with research. This shift in the marketing research paradigm was captured in the previous editions of Marketing Research: An Applied Orientation and receives even greater emphasis in this third edition. The marketing research principles are illustrated with real-life managerial situations to enable marketing researchers to appreciate the decision making contexts in which research is conducted. These principles are presented in a simple way to help marketing managers understand how to conduct research so as to add value to decision making. Burke, Inc., featured extensively in the book, also shares this philosophy.
The book includes pervasive emphasis on international marketing research, ethics in marketing research, and the internet and computers. It is suitable for use as both the undergraduate and graduate levels. The coverage is comprehensive and the depth and breadth of topics encompass both levels. The material is presented in a manner that is easy to read and understand. There are numerous diagrams, tables, pictures, illustrations, and examples that help explain the basic acronyms, and exercises (questions, problems, and internet and computer exercises). Features that will appeal as graduate students include extensive notes and comprehensive coverage. The instructor's manual offers specific suggestions for teaching each chapter at the undergraduate and graduate levels. Not only is the book suitable for use in courses on Marketing Research, but it can also be used effectively in courses on Marketing Data Analysis. All the commonly used univariate and multivariate data analysis techniques are discussed extensively yet simply.
Book is in a good condition. Free postage to winning bidder. Upon receipt of payment to my Maybank account, the book will be couriered via Pos Express to any destinations in Malaysia only within 3 working days.
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