Marketing Research: Text and Cases - Couverture souple

Stevens, Robert E; Loudon, David L; Wrenn, Bruce

Couverture souple

ISBN 10 : 0789015900 ISBN 13 : 9780789015907

Editeur : Haworth Press Inc, 2001

Synopsis

Teach students the power of marketing with effective research strategies! This step-by-step textbook shows students how to design, conduct, and interpret market research. Marketing Research: Text and Cases covers the full range of this topic from the difference between strategic and tactical decisions to choosing the proper research design and on to advice on successfully presenting results. Marketing Research provides clear explanations of complex issues, including the interpretation of statistics. Its charts, graphs, figures, sample questionnaires, and case studies make important points easier to grasp. The practice cases (including an SPSS data disk) offer engaging real-world problems that test the student’s research and analysis skills. Marketing Research offers all the course-planning extras you need, including:

• thorough instructor’s manual
• sample syllabus
• research project tips, assignments, and forms
• test bank with true-false and multiple choice questions
• also available: 20-30 PowerPoint slides per chapter

Marketing Research is an ideal textbook for introductory marketing research courses, and its thorough course planning gives instructors the tools they need.

A propos du livre

• thorough instructor’s manual
• sample syllabus
• research project tips, assignments, and forms
• test bank with true-false and multiple choice questions
• also available: 20-30 PowerPoint slides per chapter

Marketing Research is an ideal textbook for introductory marketing research courses, and its thorough course planning gives instructors the tools they need.

Biographie de l'auteur

Dr. Robert E. Stevens is John Massey Professor of Business in the John Massey School of Business, Southeaster Oklahoma State University, Durant, Oklahoma. He has over 200 publications including 28 books, 128 articles, 25 cases, 25 case teaching notes, and 14 other publications. Recent books include; Marketing Research: Text and Cases, 2nd , edition, Marketing Management: Text and Cases, Marketing Planning Guide, 3rd edition, and Marketing Planning Guide, 2nd, edition.

Dr. Stevens taught at four other universities prior to joining the faculty at SOSU in 2006. Dr. Stevens has served as a consultant to local, regional, and national firms and has been an owner of 4 small businesses.

Dr. Stevens serves on the editorial board of 4 journals and is co-editor of Services Marketing Quarterly, Health Marketing Quarterly and Best Business Books.

Détails de l'édition

• Éditeur: Haworth Press Inc
• Date d'édition: 2001
• Langue: anglais
• ISBN 10: 0789015900
• ISBN 13: 9780789015907
• Reliure: Broché
• Nombre de pages: 412
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible