Marketing Research
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Marketing Research

Marketing Research


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About the Book

This first local adaptation of "Marketing Research" comprehensively reviews, dissects and applies key concepts and theories to real-world situations, emphasizing marketing research in its larger managerial and strategic context, and not just its principles and statistical methodologies. This is the only local textbook to fully address the cross-disciplinary nature of marketing research and its relationship to marketing strategy, customer relationship management, and decision-making (larger contextual issues that are often omitted from other books). This edition is further enhanced by all-new local cases, examples and exercises, and an expanded debate section that delves into the reasons behind marketing research successes, failures and formulas.

Table of Contents:
PART 1. Marketing Research as the Basis for Managing the Market Ch 1. The Strategic Role of Marketing Research PART 2. Marketing Research Steps: An Overview Ch 2. The Marketing Research Process PART 3. Marketing Research Step 1: Determine the Problem Ch 3. Decision Problems, Research Questions, Research Objectives and Information Value PART 4. Marketing Research Step 2: Assess the Data Needs Ch 4. Primary Data or Secondary Data: A Case for the Latter PART 5. Marketing Research Step 3: Select the Research Design Ch 5. Exploratory Research Designs: In-Depth Interviews and Focus Groups Ch 6. Descriptive Research Designs: Survey Methods and Errors Ch 7. Causal Research Designs: Observation Techniques, Experiments, and Test Markets PART 6. Marketing Research Step 4: Determine the Sampling Plan Ch 8. Sampling: Theory, Methods and Issues in Marketing Research PART 7. Marketing Research Step 5: Determine the Measurement Issues Ch 9. Construct Development and Scale Measurement Ch 10. Attitude Measurement in Survey Research PART 8. Marketing Research Step 6: Design Data Collection Forms Ch 11. Questionnaires and supplements PART 9. Marketing research Step 7: Prepare the Data Ch 12. Coding, Editing, and Presenting Data for Analysis PART 10. Marketing Research Step 8: Analyse the Data Ch 13. Data Analysis: Testing for Difference Ch 14. Data Analysis: Testing for Association Ch 15. Data Analysis: Testing for Interdependence PART 11. Marketing research Step 9: Transform the Analysis Results into Information Ch 16. Preparing the Marketing Research Report PART 12. Managing Customer Value with Marketing Research Ch 17. Customer Relationship Management and Marketing Research Ch 18. Database Development and Marketing Research Ch 19. Marketing Decision Support System and Marketing Research Appendix of Statistical Tables Glossary

About the Author :
Brian Lukas is a member of the Faculty of Economics and Commerce at the University of Melbourne; he is a Director of the Masters of Applied Commerce Program. Bryan holds several academic awards, including three Best Paper awards from the American Marketing Association and the University of Melbourne's Faculty's Individual Award for Good Teaching. He has published several academic texts and his research had appeared in many journals, including the Journal of Management, Journal of the Academy of Marketing Science and Journal of Business Research. Bryan is a consultant to both public and private institutions. Earned a B.A. in Economics and an M.A. and Ph.D. in Marketing at the University of Florida. He began his teaching career at the University of Mississippi and then moved to Louisiana State University in 1977. He continues to teach at LSU, where he is the Director of the Institute for Entrepreneurial Education and Family Business Studies, and where he holds the Alvin C. Copeland Endowed Chair of Franchising. He has acted as a management consultant and/or expert witness for a variety of industries and has served on the board of directors of numerous organizations. He has been an officer of for a long list of academic organizations and he is a Past President and Chairman of the Board of Governors of the Academy of Marketing Science. He has been a regular contributor and reviewer, and occasionally a member of the editorial board, for such publications as The Journal of Marketing Research, The Journal of Business Research, and Marketing Education Review. The list of this scholarly publications runs to a dozen pages. Earned a B.A. in Psychology and Economic history from St. Marys University and an M.A. and Ph.D. in Marketing at Louisiana State University. He began his teaching career at the University of South Florida, moved first to the University of Mississippi, and then to The University of Memphis, where he has taught since 1993. He was chairman of the committee on Grants and Research for the Fogleman College of Business from 1991-1997 and Director of the Ph.D. Program at Memphis from 1995-1997. He has been a consultant for a wide range of corporations and institutes, as well as for the U.S. Department of Defense. He is the coauthor of Retailing for the 21st Century (Houghton-Mifflin, 1993) and a coeditor of Advances in Marketing (LSU Press, 1994). He is a regular contributor to such academic publications as Journal of Advertising, Journal of Consumer Marketing, Journal of Marketing Education, Journal of Direct Marketing, Journal of Health Care Marketing, and Marketing Education Review. Earned a B.S. in Management from Southern Illinois UniversityCarbondale, an M.A. in Business Administration from Illinois State University, and a Ph.D. in Marketing from Louisiana State University. He began his teaching career at the University of South Florida, where he continues to win awards both for outstanding research and for outstanding teaching. He has a wide range of research interestsfrom attitude formation and perceptual differences in services marketing to interactive electronic marketing technologies and their impact on information research problems. He consults for a variety of corporations and small businesses, with specialties in customer satisfaction, customer service quality, customer service value, retail loyalty, and image. He continues to serve as a member of the editorial review board for Journal of Academy of Marketing Science and was coeditor of Marketing: Moving Toward the 21st Century (SMA Press, 1996).


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Product Details
  • ISBN-13: 9780074711385
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw Hill Higher Education
  • Height: 102 mm
  • Spine Width: 10 mm
  • Width: 82 mm
  • ISBN-10: 0074711385
  • Publisher Date: 16 Sep 2003
  • Binding: Book
  • Language: English
  • Weight: 3 gr


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