Marketing Research: Asia Pacific Edition with Student Resource Access 12 Months - Softcover

9780170183345: Marketing Research: Asia Pacific Edition with Student Resource Access 12 Months
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Marketing Research 2nd Asia–Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combing a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model which is reinforced throughout the text. Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data mining and the increasing use of online panels. To strength its ‘learning by doing’ approach, this edition of Marketing Research integrates Qualtrics: a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results. For analysing data, the text covers both SPSS and EXCEL outputs. Finally, each stage of research reporting is explained, as well as a range of presentation methodologies. This text is indispensible for students studying marketing research in any business or marketing course.

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About the Author:
Barry J. Babin has authored over 70 research publications in some of the most prestigious research periodicals, including the JOURNAL OF MARKETING, THE JOURNAL OF CONSUMER RESEARCH, THE JOURNAL OF BUSINESS RESEARCH, THE JOURNAL OF RETAILING, PSYCHOLOGICAL REPORTS, PSYCHOLOGY AND MARKETING, and THE JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, among others. Babin is currently Max P. Watson, Jr., Professor of Business and chair of the department of marketing and analysis at Louisiana Tech University. He has won numerous honors for his research, including the Louis K. Brandt Faculty Research Award from the University of Southern Mississippi (on three occasions), the 1996 Society for Marketing Advances (SMA) Steven J. Shaw Award, the 1997 Omerre Deserres Award for Outstanding Contributions to Retail and Service Environment Research, and the Academy of Marketing Science’s Harold W. Berkman Distinguished Service Award. He is a former president of the Academy of Marketing Sciences and the Society of Marketing Advances, and he currently serves the marketing editor for the JOURNAL OF BUSINESS RESEARCH. Babin’s research focuses on the effect of the service environment in creating value for employees and customers. His expertise is in building and understanding value that leads to long-lasting, mutually beneficial relationships with employees and customers. His primary teaching specialties involve consumers and service quality, marketing research, and creative problem solving. A frequent international lecturer, he has presented in Australia, South Korea, France, Germany, New Zealand, South Africa, Canada, Sweden, and the United Kingdom.

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  • PublisherNelson Australia
  • Publication date2010
  • ISBN 10 0170183343
  • ISBN 13 9780170183345
  • BindingPaperback
  • Edition number2
  • Number of pages608
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William G. Zikmund, Steve Ward
Published by Cengage Learning Australia (2010)
ISBN 10: 0170183343 ISBN 13: 9780170183345
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Book Description Paperback. Condition: Very Good. Second Asia-Pacific edition. 592 pages. Marketing Research 2nd Asia-Pacific edition contin ues to equip students with the knowledge and skills required to s uccessfully undertake marketing research.Combing a solid theoreti cal foundation with a practical, step-by-step approach, the marke ting research process is explored through a learning model which is reinforced throughout the text.Using a raft of contemporary lo cal and international examples, data sets and case studies to exp lain traditional marketing research methods, Marketing Research a lso examines new theories and techniques such as grounded theory, ethnography, phenomenology, automated interviewing, text, data m ining and the increasing use of online panels. To strength its 'l earning by doing' approach, this edition of Marketing Research in tegrates Qualtrics: a robust and easy-to-use online survey tool t hat provides students with a platform for designing, distributing and evaluating survey results. For analysing data, the text cove rs both SPSS and EXCEL outputs. Finally, each stage of research r eporting is explained, as well as a range of presentation methodo logies.This text is indispensible for students studying marketing research in any business or marketing course. Seller Inventory # 2670aa

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Zikmund William Ward Steven Lowe Ben Winzar Hume Babin Barry J
ISBN 10: 0170183343 ISBN 13: 9780170183345
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Book Description Paperback. Condition: Very Good. Second Edition. 592pp This book is in very good condition. Books listed here are not stored at the shop. Please contact us if you want to pick up a book from Newtown. Size: Size F: 8"-9" Tall (203-228mm). Seller Inventory # 136210

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