Marketing Research

Features

• Cover Type: Hard Cover with 792 pages
• Published by: Wiley
• Edition: 9th Edition October 2, 2006
• Written in: English
• ISBN 10 Number: 0470050764
• ISBN 13 Number: 978-0470050767
• Book Dimensions: 10 x 7.9 x 1.3 inches
• Weighs: 3 pounds

Product Description
This text takes a "macro-micro-macro" approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. The book begins with a macro-level treatment of what marketing research is, where it fits within an organization, and how it helps in managerial decision-making. The body of the text takes a micro-level approach, detailing each step of the marketing research process using a decision-oriented perspective. The authors wrap up with a macro-level treatment of the applications of marketing research. As with previous editions, the text provides thorough coverage of the most advanced and current marketing research methodologies, point out their limitations, as well their potential for enhancing research results.

Back Cover Copy
What is terrible marketing research? What are the research alternatives? How do you interpret and apply the results? These are just a few of the questions this classic text answers! The authors first show both practicing and future managers and researchers where marketing research fits into the organization and how it fuels decision-making. Then they detail each element of the process in a way that helps to develop sound decision-making skills. Finally, they spotlight how marketing research is effectively applied in todays businesses. Throughout, clear and current examples, applications, and illustrations bring the material into sharp focus! This exciting new edition features:

• A new focus on database marketing - one of many Emerging Applications of Marketing Research treated in depth in a new chapter
• A new chapter on one of the exciting and high-interest new trends in the market - Marketing Research on the Internet
• Coverage of the most recent developments in the field such as competitive advantage, brand equity, total quality management, and customer satisfaction.
• Thorough treatment of the most advanced and effective marketing research methodologies, including their limitations as well as their potential for enhancing research results

--This text refers to an out of print or unavailable edition of this title.

Reader Reviews
This review is from: Marketing Research, 7th Edition (Marketing Research) (Hardcover) This book is a collection of marketing research techniques described at lenght. Serves well as a reference to what happens (conceptually) in each technique. It does not serve as a teaching guide, since there is very little description of the actual procedures involved in performing the techniques. Additionally, almost no information on the actual statistics behind each technique.