eBook - ePub

Essentials of Marketing Research

Name: Essentials of Marketing Research
ISBN: 9781483315621

Putting Research Into Practice

Kenneth E. Clow,

Karen E. James,

English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Essentials of Marketing Research

Putting Research Into Practice

Kenneth E. Clow,

Karen E. James,

About this book

This exciting new text offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those findings to make effective management decisions, the authors offer a unique learning-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making.

Covering key statistical concepts, the book includes exercises especially designed to teach students how to interpret and apply marketing research results. To make teaching and learning easier, numerous data sets and case studies are offered through the online resources for instructors and students, which also offer step-by-step SPSS instructions. In addition, the easy-to-follow composition of the text and its accompanying learning aids make it an excellent choice for online courses as well as those taught face-to-face.

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Yes, you can access Essentials of Marketing Research by Kenneth E. Clow,Karen E. James in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.