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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.4 (Browse shelf(Opens below)) c.4 Available NULIB000015100

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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