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Essentials Of Marketing Research

RRP $703.99

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For courses in Marketing Research at two- and four-year colleges and universities

An engaging, do-it-yourself approach to marketing research

Essentials of Marketing Research: A Hands-On Orientation presents a concise overview of marketing research via a do-it-yourself approach that engages students. Building on the foundation of his successful previous titles-Basic Marketing Research: Integration of Social Media and Marketing Research: An Applied Orientation-author Naresh Malhotra covers concepts at an elementary level, deemphasizing statistics and formulas. Sensitive to the needs of today's undergraduates, Malhotra integrates online and social media content, and provides current, contemporary examples that ground course material in the real world.

This text provides a better teaching and learning experience-for you and your students. It will help you to:

Give students a framework for understanding: A clear framework helps students grasp marketing research principles, as well as the relationship between marketing research and management.
Emphasize practical applications: A do-it-yourself approach and detailed real-world cases let students see how marketing research is actually conducted.
Foster interest through contemporary content: Current examples and an emphasis on online market research and social media helps students understand the relevance of course material.
Enable student success via learning aids: Various tools, throughout the text and at the end of each chapter, support students as they learn and review.


Marketing Research And Modeling: Progress And Prospects

RRP $45.00

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Marketing Research and Modeling addresses state of the art developments including new techniques and methodologies by leading experts in marketing and marketing research. This work emphasizes new developments in Bayesian Decision Analysis, Multivariate Analysis, Multidimensional Scaling, Conjoint Analysis, Applications of Conjoint and MDS technique, Data Mining, Cluster Analysis, and Neural Networks.


Internet Communication And Qualitative Research

RRP $297.00

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'"Internet Communication and Qualitative Research" is a trailblazing introduction to data sources that will come to the fore in the new millennium. Its cogent discussion of the techniques, ethics and methods of analysis of Internet data should be read by every qualitative researcher' - David Silverman, Goldsmiths College. 'The internet is exploding with possibilities for conducting social research. Mann and Stewart offer the first in-depth consideration of the prospects and potentials for doing qualitative research on-line. This wide ranging, clearly-written book is essential reading for researchers working at the cutting edge of qualitative methodology' - James A. Holstein, Marquette University. 'This is e-scholarship. The book is a transformative project which brings the best skills of the old print scholarship to the cyberworld. The authors are no mere theoreticians - but hands-on net-users, who have made the imaginative leap to the dot.com world, and who have mapped the way for net research and researchers. The authors are pioneers in the realm of digit-crit - opening the way with their critical evaluation of the digital media and net research. They profile the skills required by the online researcher and evaluate the context in which they are used - in relation to privacy, security, ethics and legal considerations. They also take up issues of power; they explore the social and political implications of the digital media, (with specific reference to gender) and the role of the online researcher. An absolute must for cybercitizens and an indispensable guide for students, researchers, and knowledge workers in the dot.com world' - Dale Spender. 'Mann and Stewart have prized open the mysteries of on-line qualitative research. For those new to this methodology the technology review demystifies; the social science research ethics issues are re-addressed with reference to the on-line situation; methods of conducting online focus groups and interviews, in particular, are detailed. The tone is both analytical and practical with a host of techniques suggested. I recommend this accessible text for all qualitative researchers, both academic and practitioner' - Rehan Ul-Haq, University of Birmingham Business School. 'Here is the clear, useful guide to the Internet research needed by all of us interested in on-line relationships and research. The authors address such issues as ethics, confidentiality, the theory and practice of on-line research, and on-line power relationships (which will be of concern in distance learning plans and programs). A very valuable book' - Cheris Kramarae, Center for the Study of Women in Society, University of Oregon. 'Wonderful - 'beyond the software' and into on-line interaction to aid and abet our qualitative research. This book shines the light. Mann and Stewart are to be congratulated in offering qualitative researchers effective and authentic ways forward through electronic communication. I'll use and recommend it!' - Gilly Salmon, Centre for Information and Innovation, Open University Business School. 'Opens to view a whole new avenue for social research. Internet communication is the wave of the future. Mann and Stewart capture its potential with insight, caution, and consummate procedural skill. Pathbreaking in its area of research methodology! Students and researchers will be very pleased with its clarity and usefulness' - Jaber F Gubrium, Department of Sociology, University of Florida. 'The authors have produced a timely and stimulating publication with handy explanations of Internet terms and qualitative research applications. This work should be made readily available not only for reference to academics and practitioners of marketing, but also to those with a lay interest in it' - Professor Len Tiu Wright, De Montfort University. "Internet Communication and Qualitative Research" is the first textbook to examine the impact of Internet technology on qualitative research methods. Drawing on many pioneering studies using computer-mediated communication (CMC), the authors show how online researchers can employ Internet-based qualitative methods to collect rich, descriptive, contextually-situated data. They discuss the methodological, practical and theoretical considerations associated with such methods as: in-depth online interviewing, virtual focus groups, and participant observation in virtual communities. This is a comprehensive and practical guide that: reviews online research practice and basic Internet technology; looks in detail at the skills required by the online researcher; examines the ethical, confidentiality, security and legal issues involved in online research; considers the theoretical challenges surrounding data collected in a 'virtual venue'; and, addresses the social and cultural impact of researching online through a discussion of power, gender and identity issues in the virtual world. "Internet Communication and Qualitative Research" will be an indispensable guide for all students and researchers working in the digital age.


Marketing Management

RRP $207.95

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The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketingdecision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.

Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions - both good and not-so-good - from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.

This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter.


Basic Marketing Research

RRP $912.99

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Why is BASIC MARKETING RESEARCH the best-selling marketing textbook? It is a best seller because it's written from a student's perspective. Authors Brown, Suter, and Churchill know that for a marketing textbook to be effective, students have to be able to understand it. And they've achieved that time and again. This edition is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style. Plus, in this volume you'll learn more about how experts gather data and how to use it yourself to turn greater profits. Available with InfoTrac Student Collections http://gocengage.com/infotrac.



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Australian Industry Professionals Marketing





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