Marketing research : an integrated approach (Record no. 23106)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03680nam a22001937a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 250721b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9789332535572 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.83 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Wilson, Alan |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing research : an integrated approach |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 3rd. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Noida, |
| Name of publisher, distributor, etc. | Pearson Education: |
| Date of publication, distribution, etc. | 2012. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | xxii, 410p., app., glos., ind., 25 cm X 20 cm |
| 500 ## - GENERAL NOTE | |
| General note | Donated by: Student |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Summary: Marketing Research: An Integrated Approach, Third Edition, is invaluable for anyone studying marketing research at a degree or diploma level. The author is the lead examiner for modules in the professional qualifications of the Market Research Society and the Chartered Institute of Marketing and the content of the book has been developed to fully support the Chartered Institute of Marketing's Marketing Information and Research Professional Certificate module and The Market Research Society's Principles of Market and Social Research and Information Diploma module. The book places research in the bigger picture of marketing and demonstrates how an understanding of marketing research is a key requirement of any effective marketing professional. The text integrates the key concepts and techniques of marketing research with both the management of customer information from customer databases along with the monitoring of user-generated content appearing on online social networks. Marketing Research is written in a clear and accessible style using many examples, real-life case histories and discussions of current issues in marketing research and customer information management, making it ideal for supporting the delivery of single semester modules on marketing research.<br/> |
| 521 ## - TARGET AUDIENCE NOTE | |
| Target audience note | Contents:<br/><br/>Chapter 1 The role of marketing research and customer informationin decision making Chapter 2 The marketing research process Chapter 3 Secondary data and customer databases Chapter 4 Collecting observation data and monitoring online user-generated contents Chapter 5 Collecting and analysing qualitative data Chapter 6 Collecting quantitative data Chapter 7 Designing questionnaires Chapter 8 Sampling methods Chapter 9 Analysing quantitative data Chapter 10 Presenting the research results Marketing research in action: case histories Case 1: Lynx - launching a new brand Case 2: Sony Ericsson - understanding the mobile phone market Case 3: AIR MILES - researching advertising effectiveness Case 4: The Metro - newspaper media research and understanding the reader Case 5: Birmingham airport - researching customer satisfaction Case 6: Gu - establishing a community for research Case 7: English Rugby - researching participation Case 8: Malta and MTV - researching attitudes Case 9: Allied Domecq - researching lifestyles Case 10: Dove - researching beauty for a communications campaign Current issues in marketing research Issue 1: Marketing research versus customer insight Issue 2: Merging marketing research with customer databases Issue 3: Observation and surveillance cameras Issue 4: Declining response rates Issue 5: Challenges of business-to-business research Issue 6: Difficulties in achieving representative samples Issue 7: Research and social media Issue 8: Mulit-mode interviewing Issue 9: Using technology for data collection Issue 10: Clients going direct to respondents Issue 11: International research Issue 12: The repsondents' view of resesarch Appendix 1 Statistical tables Appendix 2 Snap Getting Started Guide Glossary Index |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| General subdivision | marketing research |
| -- | customer information decision making |
| -- | marketing research issue |
| -- | research and social media |
| -- | data collection |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Source of acquisition | Cost, normal purchase price | Inventory number | Total Checkouts | Full call number | Barcode | Date due | Date last seen | Date last checked out | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | KEIC | KEIC | 07/18/2025 | Free | 629.00 | Free | 1 | 658.83 WIL | 23926 | 09/25/2025 | 09/11/2025 | 09/11/2025 | 07/18/2025 | Books |