Essentials of Marketing Research
Putting Research Into Practice
- Kenneth E. Clow - University of Louisiana at Monroe
- Karen E. James - Louisiana State University, Shreveport
This exciting new text offers a hands-on, applied approach to developing the fundamental data analysis skills necessary for making better management decisions using marketing research results. Each chapter opens by describing an actual research study related to the chapter content, with rich examples of contemporary research practices skillfully drawn from interviews with marketing research professionals and published practitioner studies. Clow and James explore the latest research techniques, including social media and other online methodologies, and they examine current statistical methods of analyzing data. With emphasis on how to interpret marketing research results and how to use those findings to make effective management decisions, the authors offer a unique learning-by-doing approach to understanding data analysis, interpreting data, and applying results to decision-making.
Covering key statistical concepts, the book includes exercises especially designed to teach students how to interpret and apply marketing research results. To make teaching and learning easier, numerous data sets and case studies are offered through the online resources for instructors and students, which also offer step-by-step SPSS instructions. In addition, the easy-to-follow composition of the text and its accompanying learning aids make it an excellent choice for online courses as well as those taught face-to-face.
Plus a blog with additional material to help you succeed in the classroom!- http://blogclowjames.net/
“Strengths: well written, comprehensive, easy to read, covers all the major topics. I like it as is!”
“The book definitely meets my teaching style and needs. I really do think the book will complement what I and other applied marketing researchers are trying to accomplish.”
Did not receive timely response to inquiry.
Very practicle book and easy to understand. I found new and interesting approaches to market research.
I believe this is a very good textbook and I strongly recommend it to the module leaders of Research methods for adoption.
Good book, easy to follow, will be recommending this book as additional reading.
