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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 …
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 …
The authors of this volume show how to: develop questions and format a user-friendly questionnaire; pretest, pilot test and revise questionnaires; and write advance and cover …
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 …
This exciting new text offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing …
Ethical and social issues in marketing and consumer behaviour are the focus of this book. Leading scholars in marketing discuss controversial, cutting-edge theoretical approaches …
Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well …
This book explores new and leading edge marketing research approaches as successfully practiced by visionaries of academia and the research industry. Ideal as either a …