Product Description: This book, first published in 1996, presents a collection of papers by Gordon Foxall charting the development of the Behavioural Perspective Model (BPM) which he devised in the early 1980s and subsequently developed. The model offers a unique and original behaviour-based theory of consumer choice...read more

Product Description: Understanding marketing research to make better business decisions   An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions...read more

Product Description: Human inquiry has served as the impetus for a number of developments throughout history. Seeking new knowledge about the world around us helps to drive our progress and push us to discover innovative improvements. This drive lends itself to the development of qualitative research...read more

Product Description: The Practice of Market Research offers a comprehensive and understandable account of the techniques and practical tasks involved in setting up and running marketing or social research projects. Linked to the professional body MRS (the Market Research Society) and with plenty of real-life examples from big-name companies such as McDonalds and Levis as well as governments and charities, the author's depth of insight and experience of the real world of market research is evident throughout this book...read more

Product Description: Focus groups are the most used and abused qualitative marketing research method. Refocusing Focus Groups by Robert J. Morais lays out, in simple terms, the best practices for planning, designing, conducting, and interpreting focus groups...read more

Product Description: Measurement in Marketing Research investigates latent variables in marketing, focusing on current paradigms as well as recently suggested alternative concepts. The book proposes a unified scientific definition of measurement that allows for testing the hypothesis of the real existence of a latent variable...read more

Discusses all phases of marketing research, from research design formulation through data collection, preparation, and analysis and report preparation

Product Description: The essence of successful and sustainable marketing practice is founded on an understanding of existing and potential consumers. As marketing has grown around this principle, so the subdiscipline—and industry—of marketing research has flourished...read more

Product Description: The Handbook of Qualitative Research Methods in Marketing offers both basic and advanced treatments intended to serve academics, students, and marketing research professionals. The 42 chapters begin with a history of qualitative methods in marketing by Sidney Levy and continue with detailed discussions of current thought and practice in: * research paradigms such as grounded theory and semiotics* research contexts such as advertising and brands* data collection methods such as projectives and netnograph* data analysis methods such as metaphoric and visual analyses* presentation topics such as videography and reflexivity* applications such as ZMET applied to Broadway plays and depth interviews with executives* special issues such as multi-sited ethnography and research on sensitive topics...read more

Product Description: This 3rd edition of Marketing Research: An Applied Approach forms a comprehensive, authoritative and thoroughly European introduction to applied marketing research and covers both quantitative and qualitative techniques in depth. Marketing Research: An Applied Approach is aimed at students studying marketing research at undergraduate and postgraduate level...read more

Product Description: This is a comprehensive and advanced marketing research book that offers an analytical and decision-oriented framework of the subject. This book looks at firms conducting market research in the national and international markets irrespective of its country of origin.  

Product Description: The Practice of Market and Social Research 2nd edition provides a comprehensive account of the techniques of market and social research and the practical tasks involved in setting up and running research projects from identifying the problem through to reporting and evaluating the findings...read more

Product Description: Written for students studying market research at both undergraduate and postgraduate levels, Marketing Research: An Applied Approach provides a comprehensive and authoritative commentary on this increasingly important subject. This updated edition includes a CD-ROM containing valuable SNAP and XSIGHT Software demos, to enhance understanding of quantitative and qualitative aspects of marketing research In addition 9 Full Harvard Business School Case Studies, complete with teaching notes and accompanying questions are available through our Custom Publishing Programme...read more

Product Description: Marketing Research and Modeling addresses state of the art developments including new techniques and methodologies by leading experts in marketing and marketing research. This work emphasizes new developments in Bayesian Decision Analysis, Multivariate Analysis, Multidimensional Scaling, Conjoint Analysis, Applications of Conjoint and MDS technique, Data Mining, Cluster Analysis, and Neural Networks...read more

Product Description: Marketing Research and Modeling addresses state of the art developments including new techniques and methodologies by leading experts in marketing and marketing research. This work emphasizes new developments in Bayesian Decision Analysis, Multivariate Analysis, Multidimensional Scaling, Conjoint Analysis, Applications of Conjoint and MDS technique, Data Mining, Cluster Analysis, and Neural Networks...read more

(view table of contents)

Using Qualitative Research in Advertising: Strategies, Techniques and Applications is the first book to discuss both theory and application of qualitative research techniques as they relate specifically to advertising research. Designed for those currently, working in the advertising industry and for those contemplating advertising careers, this book includes discussions on interviewing, projective techniques and online applications positioned within a theoretical context of the value of qualitative research. Practical information on applying results to practical processes such as writing a creative brief or conducting an online focus group are included, as is an overview of real world constraints faced by advertising researchers.

Product Description: The second edition of this highly accessible, core textbook continues to offer students a practical guide to the process of planning, undertaking and writing about qualitative research in public relations and marketing communications...read more

Product Description: All key topics are covered including the differences between quantitative and qualitative research, steps to take prior to conducting research, data collection techniques and tools, decoding and understanding collected data, and explaining research findings to someone else...read more (view table of contents, read Amazon.com's description)

Product Description: Guidelines for Case Analysis