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.
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The Marketing Planning and Information System
CASES FOR PART I
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advertising alternative answer approach asked association attitude attributes audience average behavior brand causal Census chapter cities cluster concept test conducted conjoint analysis consumer copy test correlation cost customers data analysis decision determine discussed distribution effect error estimate evaluate example experiment experimental factor analysis Figure forecast hypothesis test identify important income independent variables indicates industry interest interpretation interval estimate involved Journal of Marketing judgments manager marketing program marketing research measure method null hypothesis obtained p-value panel percent perceptual map population possible potential predict preference presentation probability problem purchase questionnaire random regression regression analysis research design research questions respondents retail sample scale segments selected simple random sample sources specific statistical Table techniques test market types usage users validity variance variation