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Whether we are watching TV, surfing the Internet, listening to our iPods, or reading a novel, we all engage with media as an audience. . Despite the widespread use of this term in …
This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a …
Qualitative Market Research follows through a complete research project from the perspective of both user and practitioner. In this respect, it can be used as both a continuous …
"Essential Knowledge for Research in Marketing" will help marketing students increase skills, knowledge and wisdom in designing, implementing, interpreting, reporting and using …
Involving Community Members in Focus Groups is a must for those who want to teach others to conduct focus group interviews, particularly non-researchers in communities. Authors …
"Ethnography for Marketers does an excellent job of capturing the academic aspects of ethnography but does so from a practical, useful point of view. Author Hy Mariampolski's …
Understanding marketing research to make better business decisions An ideal resource for busy managers and professionals seeking to build and expand their marketing research …
An ideal resource for those who want to conduct market research but have little experience in doing so, The Market Research Toolbox describes how to think of market research in the …
CHOICE MAGAZINE Outstanding Academic Title for 2007"In addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are …
The Marketing Science Institute (MSI) has a 38-year history of funding high-profile scholarly research on topics that have managerial significance. MSI's pioneering work on …