Instant download Solution Manual for Exploring Marketing Research, 11th Edition pdf docx epub after payment.
Product details:
- ISBN-10 : 1305263529
- ISBN-13 : 978-1305263529
- Author: William G. Zikmund; Barry J. Babin
- EXPLORING MARKETING RESEARCH, 11E, provides a thorough guide to the design, execution, analysis, and reporting of marketing research to support effective business decisions. The text prepares students to approach marketing research from a management perspective rather than as hands-on practitioners, providing valuable business context while introducing both traditional research methods, such as designing questionnaires, and the latest technological advances, including current data collection devices, data analysis tools, practical approaches to data analytics, and the impact of social media and artifactual online data. In addition to updates based on recent trends and technology, the new 11th Edition features an increased emphasis on ethical and international issues, reflecting their growing importance in modern marketing research.
Table Of Contents:
Preface vii
1 The Role of Marketing Research in Management Decision Making 1
Nature of Marketing 1
The Marketing Concept 2
Opportunistic Nature of Marketing Research 2
External Marketing Environment 2
Marketing Research and Decision Making 3
Marketing Research Defined 3
Importance of Marketing Research to Management 3
Understanding the Ever-Changing Marketplace 4
Social Media and User-Generated Content 4
Proactive Role of Marketing Research 5
Applied Research versus Basic Research 6
Decision to Conduct Marketing Research 6
Development of Marketing Research 8
Inception: Pre-1900 8
Early Growth: 1900–1920 9
Adolescent Years: 1920–1950 9
Mature Years: 1950–2000 10
The Connected World: 2000–2010 10
Big Data and Data Analytics: 2010–Present 12
Summary 14
Key Terms 14
Questions for Review & Critical Thinking 14
Real-Life Research 1.1: Acxiom—The Data Giant 15
Real-Life Research 1.2: Can Anyone Be a Market Researcher? 15
2 The Marketing Intelligence Universe and Research Ethics 17
Rapidly Changing Structure of the Marketing Research Industry 17
Organizations Involved in Marketing Intelligence 18
Consumer and Industrial Goods and Services Producers 18
Governments and Universities 20
Media Companies 20
Custom Research Firms 20
Syndicated Service Firms 21
Digital Companies 22
Competitive Intelligence 22
Limited-Function Research Firms 22
Online and Mobile Tracking Firms 22
Big Data Analytic Firms 23
Specialized Service Suppliers 23
Consumer and Industrial Corporate Marketing Research Departments 24
Research Suppliers 25
Consumer Watch 25
Consumer Buy 27
Using Marketing Research—A Corporate Perspective 27
External Clients 28
Internal Clients 28
Marketing Research Ethics 30
Ethical Theories 30
Research Supplier Ethics 31
Client Ethics 34
Field Service Ethics 36
Respondents’ Rights 37
Ethics and Professionalism 38
Summary 41
Key Terms 41
Questions for Review & Critical Thinking 41
Working the Net 42
Real-Life Research 2.1: Hey, No One Is Perfect 42
Real-Life Research 2.2: Coke Juices Up a Market Test 43
3 Problem Definition, Exploratory Research, and the Research Process 44
Critical Importance of Correctly Defining the Problem 44
Recognize the Problem or Opportunity 45
Find Out Why the Information Is Being Sought 46
Understand the Decision-Making Environment with Exploratory Research 46
Use the Symptoms to Clarify the Problem 49
Translate the Management Problem into a Marketing Research Problem 49
Determine Whether the Information Already Exists 50
Determine Whether the Question Can Be Answered 50
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