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| LEADER |
00000nam a2200000 4500 |
| 005 |
20250606074223.0 |
| 020 |
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|a 9781119497585
|c TZS472,158/=
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| 020 |
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|a 9781119497554
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| 040 |
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|a MUL
|b eng.
|e AACR
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| 082 |
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|a 658.83 MAR
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| 245 |
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|a Marketing Research
|c V.Kumar, Robert P.Leone, David A.Aaker and George s.Day
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| 250 |
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|a 13th ed.
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| 260 |
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|a New York :
|b Wiley ;
|c c 2018.
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| 300 |
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|a xxiii, 731p. :
|b ill. ;
|c 27 cm.
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| 504 |
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|a Includes index
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| 505 |
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|a Cover; Title Page; Copyright; Preface; Contents; Part I The Nature and Scope of Marketing Research; Chapter 1 A Decision-Making Perspective on Marketing Intelligence; Learning Objectives; An Overview of Business Intelligence; Introduction to Marketing Intelligence; Marketing Research; Role of Marketing Research in Managerial Decision-Making; Factors that Influence Marketing Research Decisions; Use of Marketing Research; Ethics in Marketing Research; The Respondent's Ethics and Rights; International Marketing Research; Summary; Questions and Problems; End Notes Case 1-1: Preteen Market-The Right Place to Be In for Cell Phone Providers?Case 1-2: Best Buy on a Segmentation Spree; Case 1-3: Ethical Dilemmas in Marketing Research; Chapter 2 Marketing Research in Practice; Learning Objectives; Information Systems, Decision Support Systems, and Marketing Research; Marketing Decision Support Systems; Suppliers of Information; Criteria for Selecting External Suppliers; Career Opportunities in Marketing Research; Summary; Questions and Problems; End Notes; Appendix: Marketing Research Jobs; Chapter 3 The Marketing Research Process; Learning Objectives Overview of the Marketing Research ProcessThe Preliminary Stages of the Marketing Research Process; Planning a New HMO; The International Marketing Research Process; Summary; Questions and Problems; End Notes; Case 3-1: A VideOcart Test for Bestway Stores; Case 3-2: Philip Morris Enters Turkey; Chapter 4 Research Design and Implementation; Learning Objectives; Research Approach; Research Tactics and Implementation; Budgeting and Scheduling the Research Project; Research Proposal; Designing International Marketing Research; Issues in International Research Design; Summary Questions and ProblemsEnd Notes; Appendix: Errors in Research Design; Case 4-1: Reynolds Tobacco's Slide-Box Cigarettes; Cases for Part I; Case I-1: Clover Valley Dairy Company; Part II Data Collection; Section A: Secondary and Exploratory Research; Chapter 5 Secondary Sources of Marketing Data; Learning Objectives; Secondary Data; Uses of Secondary Data; Benefits of Secondary Data; Limitations of Secondary Data; Internal Sources of Secondary Data; External Sources of Secondary Data; Census Data; North American Industry Classification System; Appraising Secondary Sources Applications of Secondary DataSources of Secondary Data for International Marketing Research; Problems Associated with Secondary Data in International Research; Applications of Secondary Data in International Research; Summary; Questions and Problems; End Notes; Case 5-1: Barkley Foods; Case 5-2: Dell in Latin America?; Chapter 6 Standardized Sources of Marketing Data; Learning Objectives; Retail Store Audits; Consumer Purchase Panels; Scanner Services and Single-Source Systems; Media-Related Standardized Sources; Applications of Standardized Sources of Data; Summary; Questions and Problems
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| 546 |
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|a eng.
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| 650 |
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|a Marketing Research
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| 650 |
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|a Research ethics
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| 650 |
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|a Marketing intelligence
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| 700 |
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|a KUMAR, V.
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| 700 |
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|a LEONE, R.P
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| 700 |
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|a AAKER, D.A
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| 700 |
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|a DAY, G.S
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| 942 |
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|c BK
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| 999 |
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|c 10960
|d 10960
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