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Fundamentals of Business Marketing Research examines recent industrial/business research, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on Business Marketing: A Twenty Year Review, a thorough study of industrial/business research from 1978-1997 with critical commenta
Expect superior, balanced coverage of both qualitative and quantitative marketing research with this market-leading text from respected marketing authorities Dr. Dawn Iacobucci and Dr. Gilbert Churchill. Recognized as the classic authority for today’s marketing research, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 10e, International Edition ensures the reader develops a strong conceptual as well as practical understanding of marketing research as it’s practiced today.The book’s thorough coverage of the six stages of the research process provides a solid marketing research framework while addressing topics and tools of emerging importance. New Qualtrics™ research activities and coverage of SPSS 17 offer first-hand practice with some of the most popular online survey tools used in business today. With its proven applications, clear presentation, and variety of timely cases, MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS, 10e, International Edition serves as an exceptional learning tool for today’s learners and as an invaluable reference tool for professionals throughout their careers.
Get to know customers at a deeper level?not as stats but as people?with marketing research. Learn about the methods, approaches, and process of conducting market research.
This text guides the reader through a research project from the perspective of both user and practitioner. It meets the needs of several audiences by creating common ground in the applied practice of qualitative research.
Since the 2008 financial crisis, a resurgence of interest in economic and financial history has occurred among investment professionals. This book discusses some of the lessons drawn from the past that may help practitioners when thinking about their portfolios. The book’s editors, David Chambers and Elroy Dimson, are the academic leaders of the Newton Centre for Endowment Asset Management at the University of Cambridge in the United Kingdom.
Designing research can be daunting and disorienting for novices. After experiencing this first-hand, the author has written a book that shows how to mentally frame research in a way that is understandable and approachable while also discussing some of the more specific issues that will aid the reader in understanding the options available when pursuing their research. Stressing the link between research and theory-building, this concise book shows students how new knowledge is discovered through the process of research. The author presents a model that ties together research processes across the various traditions and shows how different types of research interrelate. The book is sophisticated in its presentation, but uses plain language to provide an explanation of higher-level concepts in an engaging manner. Throughout the book, the author treats research methodologies as a blueprint for answering a wide range of interesting questions, rather than simply a set of tools to be applied. The book is an excellent guide for students who will be consumers of research and who need to understand how theory and research interrelate. "The author did an excellent job on this text. This text is the missing link in explaining research methodologies. His comparison/contrasts are excellent. Moreover, the author provides interesting alternatives and discusses how each alternative might improve the validity of research." —James Anthos, South University, Columbia "...With only six chapters, the text can be covered in a short time allowing for students to spend the majority of their time investigating social issues and developing research. Students who read and understand this book will have the knowledge and resources to cover material they are unfamiliar with." —R. David Frantzreb II, University of North Carolina - Charlotte "I am looking for something just like this that is not overbearing for the student but will complement the supplementary material and resources that I am using with my students. I think the coverage is broad enough that I could use it with all of my groups." —Karen Larwin, Youngstown State University "...I think the author’s emphasis on demonstrating the relationship between theory and research is terribly important and understated in so many other texts. I also think that in the hands of competent professors, it can be supplemented with other sources to help students learn while not being encumbered financially with an expensive tome for which they may only use a fraction of it." —John R. Mitrano, Central Connecticut State University
Get a thorough review of vital research issues! Fundamentals of Business Marketing Research examines recent industrial/business research, evaluates its current effectiveness, and offers suggestions for future use. This unique book includes and is based on “Business Marketing: A Twenty Year Review,” a thorough study of industrial/business research from 1978-1997 with critical commentary from a distinguished panel of business academics and the response of the study's authors. The combination of critiques, insights, and viewpoints will challenge you to think beyond the traditional role of B2B marketing into a future that's anything but business as usual. Through an unusual format that gives you access to critical academic analysis, Fundamentals of Business Marketing Research presents a comprehensive review of vital research areas, including marketing to businesses/institutions/governments; buyer-seller relationships; computer use for business marketing; industrial segmentation; channel management and development; physical distribution; advertising; and public relations. The book’s give-and-take is equally focused on areas that have traditionally received a larger share of the research effort (organizational buyer behavior, business marketing strategy and planning, industrial selling and sales management) and those that have taken a back seat in terms of research attention (computers and ethical business marketing). The original study, its criticisms, and the authors’ subsequent assessment spotlight major themes, individual contributions, and future trends in major topic areas, including: business marketing strategy organizational buying behavior and purchasing management business marketing research methodology products/services pricing management issues distribution/logistics and supply chain management promotion Fundamentals of Business Marketing Research is equally effective as a practical guide for professionals and researchers, and as an academic text for doctoral studies.