{"product_id":"handbook-of-marketing-research","title":"Handbook of Marketing Research","description":"\u003cstrong\u003eCHOICE MAGAZINE Outstanding Academic Title for 2007\u003cbr\u003e\u003cbr\u003e\u003c\/strong\u003e\"\u003ci\u003eIn addition to discussing relevant content, the various contributors to the book are excellent communicators. Sentences are clear, paragraphs are coherent, and chapters fulfill the promise of their introductions, and readers will benefit from the diagrams, figures, and charts that are used to enhance the text. I enjoyed reading this book and recommend it highly. This book will be of particular interest to advanced students, academics, and practitioners. Although statistical background is necessary to comprehend the advanced analytical techniques, most readers are likely to benefit from the overviews provided in this well-written book.\" \u003cbr\u003e\u003cbr\u003e\u003cstrong\u003e—\u003c\/strong\u003e\u003c\/i\u003e\u003cstrong\u003eGuldem Gokcek, JOURNAL OF MARKETING\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003eThe Handbook of Marketing Research: Uses, Misuses, and Future Advances\u003c\/strong\u003e comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm. Divided into four parts, the \u003cstrong\u003eHandbook \u003c\/strong\u003eaddresses (1) the different nuances of delivering insights; (2) quantitative, qualitative, and online data gathering techniques; (3) basic and advanced data analysis methods; and (4) the substantial marketing issues that clients are interested in resolving through marketing research.   \u003cbr\u003e\u003cbr\u003eKey Features: \u003cbr\u003e\u003cul\u003e\n\u003cli\u003e\n\u003cem\u003eAppeals to users as well as suppliers of marketing research:\u003c\/em\u003e Comprehensive topics in marketing research (such as philosophy, techniques, and applications) are delivered in a reader-friendly, applications-oriented, and non-mathematical fashion. \u003c\/li\u003e\n\u003cli\u003e\n\u003cem\u003eCovers many cutting-edge techniques of data collection and analysis:\u003c\/em\u003e Traditional quantitative techniques, innovative qualitative techniques, and emerging online methods are presented. \u003c\/li\u003e\n\u003cli\u003e\n\u003cem\u003eProvides a broad range of current ideas and applications:\u003c\/em\u003e The contributors address models of the impact of marketing mix variables, segmentation, brand equity, satisfaction, customer lifetime value, and marketing ROI. Chapters on international marketing research and marketing management support systems are also included.\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"SAGE Publications Inc","offers":[{"title":"Default Title","offer_id":54248429027672,"sku":"9781412909976","price":192.2,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0278\/1295\/4195\/files\/9781412909976_cd0448f5-592f-4f02-9d86-a9e7a677e49a.jpg?v=1777816856","url":"https:\/\/agendabookshop.com\/products\/handbook-of-marketing-research","provider":"Agenda Bookshop","version":"1.0","type":"link"}