Marketing Research : an applied approachUpplaga 5

Marketing Research An Applied Approach Fifth Edition Naresh Malhotra  Daniel Nunan  David Birks   Working as a marketing researcher is an intellectually stimulating, creative and rewarding career, pushing the boundaries of innovation in many sectors of the economy. Marketing Research is a comprehensive, authoritative and applied commentary on European marketing research. Supporting students in both qualitative and quantitative research methods through: - Introducing the transactional stages of marketing research of problem definition, developing approach and design, data collection, analysis and communicating the research findings - Using Real Research case studies of how companies address specific managerial problems and implement research, as well as real-life marketing situations and exercises to tackle in every chapter. - Applying marketing research to current marketing challenges such as social media, mobile marketing, customer value, experiential marketing, satisfaction, loyalty, customer equity, brand equity and management, relationship marketing, creativity and design, and socially responsible marketing Marketing Research offers a clear explanation and discussion of concepts, a wealth of European and international case material showing how researchers apply concepts and techniques and integrates with online resources for students and an instructors manual including key discussion points. The fifth edition of this book seeks to maintain its position as Europes leading marketing research text and has been significantly updated with: - New chapters on social media and mobile research outlining approaches to gathering data from these  important new channels together with the challenges researchers face when trying to do so - A dedicated chapter on research ethics, particularly ensuring that researchers are familiar with the new privacy challenges relating to data collection through social media and the emergence of big data - More than forty new and updated cases studies to reflect the latest research thinking from leading brands and research companies - A focus on why topics are studied, as well as what defines them. - A major focus on the impact of new technologies upon marketing research and the opportunities they generate for new methods, including topics such as data protection, visual communication techniques , web analytics and the wide availability of of secondary data sets.   Suitable for use at the undergraduate, postgraduate and MBA levels, this highly successful European textbook is your essential guide to Marketing Research. Dr Naresh K Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted ...