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Book Description
This market leader has established itself as a classic through six previous editions. It has done so by presenting the material from both a quantitative and qualitative perspective, and allowing the students to develop an appreciation for the six stages of the research process. Includes extensive treatment of ethics in discussing market research and increased emphasis on use of the Internet in marketing research. Many of the cases in the seventh edition are new or highly revised, and the appendices are now provided directly following relevant chapters and present some of the more difficult information as well as serving as reinforcement of the previously discussed concepts.
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7 Rezensionen
25 von 27 Kunden fanden die folgende Rezension hilfreich
Expensive but worth every penny!
24. August 2000
Format:Gebundene Ausgabe
This is a huge work of marketing research, both in terms of volume and importance. Although intended as a grounding in the foundations of market research, the book takes you further than that. As a result I was using it as a text at post-graduate level.
The book sets out to explain how to: Formulate your problem. Determine your research design. Design your collection method and forms. Design your sample and collect the data. Analyse and interpret the data. Prepare your research report.
It is then subdivided into sub sections. I was particularly impressed with the section on ethics, which was so clearly laid out that I used it as a guide when writing a pure ethics paper.
The book is amply supplied with examples and case studies to illustrate the text and make it useful in a more practical sense.
All in all a clear, accessible, well laid out and well indexed textbook.
12 von 12 Kunden fanden die folgende Rezension hilfreich
Marketing Research from a Project Based Perspective
29. Juni 2004
Format:Gebundene Ausgabe
This is the new edition of the book we used in the marketing research course at the Michigan Business School. It was great then and is even better now that they have tightened it up and slimmed it down a bit. It reads clearly, is focused, and doesn't pull any punches about the benefits, tradeoffs, and limitations of the various problems and methods involved in this subject.
Rather than focusing on decision support systems or marketing information systems, this book is focused on a project based approach. The authors help you recognize a problem, how to formulate it clearly, present it to decision makers for approval, designing the research to be done, data design and collection methods, they offer sample designs which is very helpful. They then do a fabulous job on data analysis and conclude by showing you how to present a proper research report.
There are several helpful appendices providing statistical values for those calculator based problems, but, really, who doesn't use a spreadsheet or SPSS or some similar package anymore?
There is also a glossary, a subject index, and an author index.
This is a standard text on the subject, and it is terrific.
8 von 8 Kunden fanden die folgende Rezension hilfreich
Practical, deep, and complete
13. November 2006
Format:Gebundene Ausgabe
This book is an excellent introduction and advanced resource for all those that wish to be a marketing research professional (or to those that just want to understand it). The authors present in-depth explanations of the field's theory populated with day-to-day examples.
I have read it attentively more than once and it was a very useful resource for two courses in my masters: 'Research methods in markets and in organizations' and 'Data Analysis in Marketing'. In both courses, the Professors were really weak, and I learned most of the topics thanks to the book. Some of the themes treated in the book are:
Part 1: Marketing Research, the Research Process, and Problem definition. Part 2: Determine Research Design. Part 3: Design Data-Collection Method and Forms. Part 4: Sample Design and Data Collection. Part 5: Analysis and Interpretation of Data. Part 6: The Research Report.
The book fits academic as well as industry readers and the content justifies the price.
I have read it attentively more than once and it was a very useful resource for two courses in my masters: 'Research methods in markets and in organizations' and 'Data Analysis in Marketing'. In both courses, the Professors were really weak, and I learned most of the topics thanks to the book. Some of the themes treated in the book are:
Part 1: Marketing Research, the Research Process, and Problem definition. Part 2: Determine Research Design. Part 3: Design Data-Collection Method and Forms. Part 4: Sample Design and Data Collection. Part 5: Analysis and Interpretation of Data. Part 6: The Research Report.
The book fits academic as well as industry readers and the content justifies the price.
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