商品簡介
This textbook for students, scholars, and professionals in market research covers all phases of developing and conducting global marketing research, detailing advances in both quantitative and qualitative research techniques. Pedagogical features include summary graphics and checklists throughout, chapter-ending summaries, questions, and problems, along with five in-depth, real-life case studies. Section 1 offers an introduction to marketing research for emerging and developed global markets. Section 2 explains nuts and bolts of designing and administering the research process, from the preliminary stages through primary and secondary data research, qualitative and observational research, and sampling; one chapter is devoted to marketing research on the Internet. Section 3 covers data analysis and reporting the results, with material on simple and advanced data analysis, multivariate data analysis, and presenting results. Section 4 is devoted to marketing research approaches in five global regions. After a look at the future of the field, the book closes with five case studies on Starbucks, Tesla, Subaru, and segmenting Indian households. Each case includes discussion questions and many sources. Annotation c2015 Ringgold, Inc., Portland, OR (protoview.com)
