This book offers the best approach toward communicating the intricacies of marketing research and its usefulness to the marketing organization. This highly regarded text focuses on market intelligence, strategy, theory, and application and retains its coverage of the most advanced and current marketing research methodologies. Pointing out these methodologies' limitations and strengths, the book also brings to the forefront the relevance of marketing intelligence, the power of the Internet in marketing research applications, and much more. Suitable for students in the intermediate or advanced courses.
The digital age has transformed the very nature of marketing. Armed with digital devices, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers. At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable. Anchored in this age of transformations, Marketing Analytics devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. The book is tailored to meet the needs of marketing professionals as it focusses on market research methods and analytic techniques used by practitioners for refining marketing strategies, and taking day-to-day business decisions. It is ideal too for business management students who wish to pursue careers in consumer marketing.
Data have almost no value in and for themselves. What's important is how they are used to create the information one needs to make informed decisions, and this is particularly true in making marketing decisions. Thus, Samli's new book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge, says Samli, the firm faces great risk in the marketplace and its survival probabilities in the long run are very low. Samli explains, first, the various data generating procedures, with special emphasis on data analysis, and second, the procedures for creating information out of data - all in a clear, systematic presentation that marketing managers will understand and benefit from immediately. Their MIS colleagues, whose goal should be to make data and information decision-maker friendly, will also benefit. A unique, valuable book for both.
The problem is not information overload as some contend, says Samli, but data overload. Data have almost no value in and for themselves. What's important is how data are used to create the information marketers need in order to make knowledgeable decisions. Thus, Samli's newest book dwells on the art and science of information generation and on how to convert it to practical knowledge. Without information and knowledge - and another essential ingredient, wisdom - the firm faces great risk in the marketplace and its survival probabilities in the long run are very low, says the author.
Samli starts by presenting the key elements that contribute to an information gap in the use of data for marketing decisions. He describes the evolution of information in decision making, the distinction between data and information, and the reasons why data gathering and processing have become so sophisticated and difficult to use. Samli goes on to discuss data collecting techniques, the dimensions and uses of internal data and their parameters, and identifies the best but most underrated data gathering method: observation. Surveys, experimentation, and research are covered next, including attitude and motivation research, with a careful analysis of how the research operation, as well as its products, should be managed. He goes on to explain how information is elicited from data and how it should be used; then, the various control mechanisms for information systems overall, and ends with his own agenda for the improvement of the entire information-driven marketing decision process. A clear, systematic presentation that marketing managers, and their MIS colleagues (who appreciate the need to make data and information decision-maker friendly), will find valuable and immediately beneficial.
Ethical issues are a crucial consideration when researchers are working with children and young people. This clear and practical text informs students and researchers about all the relevant laws and guidelines that apply when they are conducting research with children and young people.
The Ethics of Research with Children and Young People cover ethics at every stage of research, and with all kinds of research participants, particularly focusing on those who are vulnerable or neglected. The authors break down the process of researching with children and young people into ten stages, each with its own set of related questions and problems, to help the reader understand the ethical issues which they need to address at each stage of their research.
This is an accessible, practical and passionate book and will be essential reading for anyone looking to conduct research with children or young people.
For decades, someone breaking into business had a tough time learning the secrets to marketing. The only solution was a study of numerous books containing hundreds of mind-numbing pages. Say "goodbye" to those days! Now available is a short, easy to read, condensed version of the key principles of marketing, written as, "A Lean Marketing Revolution." A Lean Marketing Revolution, condense hundreds of pages of current text on marketing into a more easily understood format. The result is a dynamic and exciting 46 page book which gets to the point rather quickly to drive immediate results, which is quite revolutionary. A Lean Marketing Revolution was released on July 19, 2011. The book topped the bestsellers lists in Amazon's Kindle division for eBooks in the first two weeks of release, quickly reaching the following ratings: number one (#1) as a bestseller in multilevel Marketing; number twenty-four (#24) as a bestseller in Advertising, number thirty-six (#36) in Marketing; number seven (#7) as a bestseller in Business Development; and, finally, number one (#1) as the hot new bestseller in Advertising, Marketing, and Business.
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