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Marketing research: Asia-Pacific edition

Citation

D'Alessandro, S and Lowe, B and Winzar, H and Zikmund, W and Babin, BJ, Marketing research: Asia-Pacific edition, Cengage Learning, Australia, pp. 656. ISBN 9780170369824 (2016) [Authored Research Book]

Official URL: https://cengage.com.au/product/title/marketing-res...

Abstract

Overview

Marketing Research 4th Asia-Pacific edition continues to equip students with the knowledge and skills required to successfully undertake marketing research. Combining a solid theoretical foundation with a practical, step-by-step approach, the marketing research process is explored through a learning model that is constantly reinforced throughout the text.

Using a raft of contemporary local and international examples, data sets and case studies to explain traditional marketing research methods, Marketing Research also examines new theories and techniques. To reflect emerging industry practices, each stage of research reporting is detailed, as well as a range of presentation methodologies. This edition of Marketing Research continues to integrate Qualtrics, a robust and easy-to-use online survey tool that provides students with a platform for designing, distributing and evaluating survey results, to strengthen its ‘learning by doing’ approach. For analysing data, the text covers both SPSS and EXCEL outputs.

This text is indispensable for students studying marketing research in any business or marketing course.

Item Details

Item Type:Authored Research Book
Keywords:marketing research, Asia-Pacific
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Consumer-Oriented Product or Service Development
Objective Division:Economic Framework
Objective Group:Management and Productivity
Objective Field:Marketing
UTAS Author:D'Alessandro, S (Professor Steven D'Alessandro)
ID Code:138315
Year Published:2016
Deposited By:Marketing
Deposited On:2020-04-01
Last Modified:2020-04-03
Downloads:0

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