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9780170369824

Marketing Research 4th Asia-Pacific Edition by Steve D’Alessandro

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Author
Hume Winzar
Publisher
Cengage Learning Australia
ISBN
978-0170369824
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Description

Book Details:

  • Title: Marketing Research 4th Asia-Pacific Edition
  • Author: Steve D’Alessandro, Hume Winzar
  • Publisher: Cengage Learning Australia
  • Edition: 4th Asia-Pacific Edition
  • Language: English
  • ISBN-10: 017036982X
  • ISBN-13: 978-0170369824
  • Dimensions: 8.54 x 0.83 x 10 inches

Description:

Marketing Research 4th Asia-Pacific Edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text. Using a raft of contemporary local and international examples, data sets, and case studies to explain traditional marketing research methods, this edition also examines new theories and techniques.

To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides a platform for designing, distributing, and evaluating survey results, strengthening its ‘learning by doing’ approach. For analyzing data, the text covers both SPSS and Excel outputs. This resource is indispensable for students studying marketing research in any business or marketing course.