Marketing Research

An International Approach

Marcus J. Schmidt, Svend Hollensen - Collection Financial Times

614 pages, parution le 31/05/2006

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Résumé

Increasingly, businesses today are measured by what they know, rather than what they own.

Finally, a tools-oriented book that shows how international marketing managers can transform existing (secondary) and newly collected (primary) 'raw' data into useful information. Schmidt and Hollensen enliven the study of marketing research in an international business context. The authors provide short examples which illustrate the different marketing techniques, as well as a large scale study (a comprehensive interview with 450 export managers), so that students can apply the techniques to real empirical data.

Geared toward specialized marketing research courses, third year undergraduates, or post-graduate students in marketing programmes, Marketing Research: An International Approach, also appeals to decision makers and marketing managers alike.

Key features include:

Comprehensive and detailed description of the marketing research process and advanced research techniques.
Marketing research in an international setting.
Online/internet surveys.
Database marketing, including data mining and data warehousing.

L'auteur - Svend Hollensen

Svend Hollensen is an Associate Professor at the University of Southern Denmark. His books include Marketing Management, and International Marketing Research (with Marcus Schmidt), also published with Pearson Education.

Sommaire

Foreword
Preface
Acknowledgments
About the Authors
Publisher's Acknowledgments
Globalization of Markets and International Marketing Research
Online and Other Secondary Data Sources
Observational and Tracking Methods
Focus Groups
Other Qualitative Research Methods
Measurement and Scaling
Survey and Questionnaire Design
Quantitative Models in Marketing
Analysis of Variance and Multiple Regression
Discriminant Analysis and Logistic Regression
Profiling Customers: Factor Analysis
Cluster Analysis and Segmentation of Customers
Positioning the Product: MDS
Systematic Product Development: Conjoint Analysis
Advanced Methods for Categorization: CHAID and Latent Class Analysis
Several Dependent Variables: Canonical Correlation and Structural Equation Modelling
Data Mining
Putting It All Together: An International Marketing Information System
Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Marcus J. Schmidt, Svend Hollensen
Collection	Financial Times
Parution	31/05/2006
Nb. de pages	614
Format	19 x 24,5
Couverture	Broché
Poids	1198g
Intérieur	Noir et Blanc
EAN13	9780273646358
ISBN13	978-0-273-64635-8