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Marketing Research

New or Used: 2 copies from $31.49
Hair, Lukas & Miller is a concise approach to the dynamic and challenging field of marketing research. Lead author, Associate Professor Bryan Lukas from the University of Melbourne, is joined by new co-author Professor Ken Miller from the University of Technology Sydney. Together, they provide a comprehensive and managerially relevant discussion of the key principles in marketing research. In this second edition, students will gain a real insight into the inner workings of marketing machinery through research and measurement. New examples of industry experience demonstrate the value of marketing research in strategic marketing decision making. Marketers are only as good as their tools. Hair, Lukas & Miller offer students the marketing research tools and skills necessary to solve business decision problems. Students have access to real-world examples, theory, cases, exercises and artwork with well-structured, clear and accessible writing. Instructors will also be spoilt with a full-sized supplements package. Includes the following features! New! chapters covering Interviews (Chapter 4) and Focus Groups (Chapter 5) New! Appendix on careers in marketing research New! Online example on the preparation of a marketing research report Expanded coverage on qualitative methodology Regionally relevant and real life cases Fresh design, strong use of colour and rich array of photographs Industry-standard SPSS is integrated throughout the text and data sets are provided online Rich online resources for both lecturers and students alike.
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Table of Contents

Marketing Research, 2e Chapter 1: Overview of Marketing Research Appendix: Careers in Marketing Research Determining the Scope for Marketing Research Chapter 2: Decision Problems, Research Questions, Research Objectives and Information Value Chapter 3: Primary Data or Secondary Data Selecting the Research Method Qualitative Methods Chapter 4: Interviews Chapter 5: Focus Groups Chapter 6: Observation Quantitative Methods Chapter 7: Survey Methods and Errors Chapter 8: Experiments and Test Markets Chapter 9: Sampling: Theory, Methods and Issues in Marketing Research Chapter 10: Construct Development and Scale Development Chapter 11: Attitude Measurement in Survey Research Chapter 12: Questionnaires and Supplements Collecting and Preparing the Data Chapter 13: Coding, Editing and Presenting of Data and Preliminary Data Analysis Analysing the Data Chapter 14: Data Analysis: Testing for Difference Chapter 15: Data Analysis: Testing for Association Chapter 16: Data Analysis: Testing for Interdependence Transforming the Analysis Results into Information Chapter 17: Preparing the Market Research Report and Presentation Managing Customer Value with Marketing Research Chapter 18: Customer Relationship Management and Marketing Research Chapter 19: Database Development and Marketing Research Chapter 20: Marketing Decision Support Systems and Marketing Research

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