Product Description
Marketing Research: An Applied Orientation takes a unique applied and managerial orientation that illustrates the interaction between marketing research decisions and marketing management decisions.
Introduction to Marketing Research; Defining the Marketing Research Problem and Developing an Approach; Research Design; Exploratory Research Design: Secondary Data; Exploratory Research Design: Qualitative Research; Descriptive Research design: S… More >>
Marketing Research: An Applied Orientation
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#1 by Katie Zahn on July 16, 2010 - 2:38 pm
I ordered the book and it came in on time and I received a great copy of the book. The downfall was that the book wasn’t what I was looking for…the most important thing that I needed was the CD that came inside the book. The CD is called SPSS and I received one for organizational management. I had to purchase a new book from my college bookstore, which cost me over $200.00. I want to be refunded for my book because it is of no use for me. Please do not purchase this book unless you are sure you are receiving the correct components. If thsi does not get resolved I will NEVER order from AMAZON ever again.
Katie
Rating: 1 / 5
#2 by Anonymous on July 16, 2010 - 4:24 pm
The book has very methodically explained the various aspects of MR. Problem methodology and questionnaire design has been dealt with exhaustively. Data analysis is also very good.
Rating: 5 / 5
#3 by Documus on July 16, 2010 - 7:22 pm
Good overview book for consumer market research, but weak in the areas of industrial and medical/pharmaceutical market research, where tactics and objectives are much different.
Coverage of traditional methods is sound and thorough, and the internet market research techniques tend to stick to the conversions from traditional methods. Viral marketing and monitoring are over-looked, probably because few people call such activities market research. Overall, the book is generally well-written.
Two criticisms: With time and budget such a large part of the entire market research field, the book has few numbers in that regard, making it seem less practical than it actually is. Second, the examples start at clearly defined objectives. While it discusses the importance of clear objectives, it conveys it in an academic and simplified manner, not addressing the analytics of turning a vague forecast or planning need into a clear study objective.
As a general market research and survey reference, we at Documus give it good marks.
Rating: 4 / 5
#4 by Paul A. Dennis on July 16, 2010 - 9:44 pm
I orderd THE book for my Masters course that I am doing . These people have not honored their end of the bargin and refuse to respond to my email. I think I might be robbed.
Rating: 1 / 5
#5 by Anonymous on July 16, 2010 - 10:52 pm
very good book which enables you to go further in the market research and its applications. I recommand it heavily for students in social sciences ans especially Marketing because it includes some good exemples from real life sitaution.
Christine Amir
Rating: 5 / 5