User-friendly marketing research
Type
Book
Authors
ISBN 13
9789712384578
Category
ENTREP
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Publication Year
2016
Publisher
REX Book Store, Philippines
Pages
xviii, 250 pages
Subject
General management
Tags
Abstract
First, you will find that every chapter has been updated and revised in line with this edition's new logical framework. It is a framework drawn from consumer behavior reality-when marketing comes, the consumer responds to marketing levers in co-working pairs and/or triads. Consumers do not purchase a product, a positioning, a package, an advertisement, or a promo one at a time and separately. It is always A&P (advertising and promo) together or as a triad of, let us say, product, positioning, and pricing. ln content and coverage, each chapter found in this book is organized in pairs or triads of co-working marketing levers or variables.
Second, each chapter contains up-to-date examples and cases. These are actual cases that give life to key marketing concepts and carefully selected consumer behavior models. Market research data gathering and data analysis and interpretations take their directions and mine their insights from those concepts and models. A practical understanding of the interplay between theory and practice, and then between practice and theory, are to be found in these well-chosen examples and cases.
Third, each chapter contains the latest and most often cited references. However, it retains the established classical sources of research insight. These references cover marketing concepts and consumer behavior models, and survey-based market research techniques. The coverage is not comprehensive. It is selective for the student's learning process.
Lastly, there are new Learning Pair exercises and class workshops and projects. These are all tailored to the needs of the book's primary target users: the professors and students at the undergraduate and graduate levels. Over the past two decades, teaching and mentoring market research through books led to the development and refinement of these exercises and workshops. As many professors have told me, these exercises and workshops became true sources of students' learning.
Second, each chapter contains up-to-date examples and cases. These are actual cases that give life to key marketing concepts and carefully selected consumer behavior models. Market research data gathering and data analysis and interpretations take their directions and mine their insights from those concepts and models. A practical understanding of the interplay between theory and practice, and then between practice and theory, are to be found in these well-chosen examples and cases.
Third, each chapter contains the latest and most often cited references. However, it retains the established classical sources of research insight. These references cover marketing concepts and consumer behavior models, and survey-based market research techniques. The coverage is not comprehensive. It is selective for the student's learning process.
Lastly, there are new Learning Pair exercises and class workshops and projects. These are all tailored to the needs of the book's primary target users: the professors and students at the undergraduate and graduate levels. Over the past two decades, teaching and mentoring market research through books led to the development and refinement of these exercises and workshops. As many professors have told me, these exercises and workshops became true sources of students' learning.
Description
Illustration ; 23 cm
Includes bibliographic references and index
Includes bibliographic references and index
Number of Copies
5
