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User-friendly marketing research / Ned Roberto

By: Material type: TextTextPublication details: Manila, Philippines : Rex Book Store, c2016Edition: 2016 EditionDescription: 250 pages ; 22 cmISBN:
  • 9789712384578
Subject(s): LOC classification:
  • HF 5415.2 .R64 2016
Contents:
Chapter 1. Marketing and Market research Innovations and the research User perspective -- Chapter 2. Market Segmenting and segment Targeting: research Innovation and Support -- Chapter 3. Brand positioning, Product development and Pricing Research innovation and Support -- Chapter 5. In Store Consume Behavior toward Placement, Selling and Pricing -- Chapter 6. Consumer Responding to A&P together with pricing -- Chapter 7. Competitive Benchmarking Research: How Use for the Right Marketing Mix Marketing -- Chapter 8. Do-It-Yourself and Cost Effective Market Research.
Summary: Most marketing research textbooks are written from a methodological or technical perspective. They discuss the how tos of marketing research-various methods of probability and non-probability sampling; the difference between sampling and non-sampling errors; the uses and relative advantages/disadvantages of closed-vs. open-ended questions; the various types of attitude scales a research can use; and testing the significance of results through T-test or Chi-square test.
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex II Filipiniana Marketing Management FIL HF 5415.2 .R64 2016 c.1 (Browse shelf(Opens below)) c.1 Available NULIB000014342
Browsing LRC - Annex II shelves, Shelving location: Filipiniana, Collection: Marketing Management Close shelf browser (Hides shelf browser)
FIL HF 5415.1 .M53 2003 c.3 Modules for marketing / FIL HF 5415.1 .M99 2000 c.1 Elements of marketing / FIL HF 5415.1 .M99 2000 c.2 Elements of marketing / FIL HF 5415.2 .R64 2016 c.1 User-friendly marketing research / FIL HF 5415.2 .R64 2016 c.2 User-friendly marketing research / FIL HF 5415.2 .R64 2016 c.3 User-friendly marketing research / FIL HF 5415.2 .R64 2016 c.4 User-friendly marketing research /

Includes bibliographical references and index.

Chapter 1. Marketing and Market research Innovations and the research User perspective -- Chapter 2. Market Segmenting and segment Targeting: research Innovation and Support -- Chapter 3. Brand positioning, Product development and Pricing Research innovation and Support -- Chapter 5. In Store Consume Behavior toward Placement, Selling and Pricing -- Chapter 6. Consumer Responding to A&P together with pricing -- Chapter 7. Competitive Benchmarking Research: How Use for the Right Marketing Mix Marketing -- Chapter 8. Do-It-Yourself and Cost Effective Market Research.

Most marketing research textbooks are written from a methodological or technical perspective. They discuss the how tos of marketing research-various methods of probability and non-probability sampling; the difference between sampling and non-sampling errors; the uses and relative advantages/disadvantages of closed-vs. open-ended questions; the various types of attitude scales a research can use; and testing the significance of results through T-test or Chi-square test.

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