000			01727nam a2200241Ia 4500
001			6710
003			IN-BhIIT
005			20240828144240.0
008			151218s9999 xx 000 0 und d
020			_a9781412991308
040			_aCLIITBBS
041			_aeng
082	0	0	_a658.83 _bCLO/E
100			_aClow, Kenneth E. _eauthor _924490
245	1	0	_aEssentials of Marketing Research : _bputting research into practice / _cby Kenneth E. Clow. and Karen E. James
260			_aThousand Oaks : _bSAGE Publishings, _c2014.
300			_axxii, 497 p. : _b ill. ;
504			_aIncludes Index.
520			_aEssentials of Marketing Research: Putting Research into Practice, an exciting new practical guide by Kenneth E. Clow and Karen E. James 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.
650			_aMarketing research _924491
700			_a James,Karen E. _ejoint author _924492
942			_cTRB
999			_c6286 _d6286