Marketing Research (Record no. 10960)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03643nam a2200277 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781119497585 |
| Terms of availability | TZS472,158/= |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9781119497554 |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | MUL |
| Language of cataloging | eng. |
| Description conventions | AACR |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.83 MAR |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing Research |
| Statement of responsibility, etc | V.Kumar, Robert P.Leone, David A.Aaker and George s.Day |
| 250 ## - Edition Statement | |
| Edition statement | 13th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | New York : |
| Name of publisher | Wiley ; |
| Year of publication | c 2018. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xxiii, 731p. : |
| Other physical details | ill. ; |
| Dimensions | 27 cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc | Includes index |
| 505 ## - Formatted Contents | |
| Formatted contents note | Cover; Title Page; Copyright; Preface; Contents; Part I The Nature and Scope of Marketing Research; Chapter 1 A Decision-Making Perspective on Marketing Intelligence; Learning Objectives; An Overview of Business Intelligence; Introduction to Marketing Intelligence; Marketing Research; Role of Marketing Research in Managerial Decision-Making; Factors that Influence Marketing Research Decisions; Use of Marketing Research; Ethics in Marketing Research; The Respondent's Ethics and Rights; International Marketing Research; Summary; Questions and Problems; End Notes Case 1-1: Preteen Market-The Right Place to Be In for Cell Phone Providers?Case 1-2: Best Buy on a Segmentation Spree; Case 1-3: Ethical Dilemmas in Marketing Research; Chapter 2 Marketing Research in Practice; Learning Objectives; Information Systems, Decision Support Systems, and Marketing Research; Marketing Decision Support Systems; Suppliers of Information; Criteria for Selecting External Suppliers; Career Opportunities in Marketing Research; Summary; Questions and Problems; End Notes; Appendix: Marketing Research Jobs; Chapter 3 The Marketing Research Process; Learning Objectives Overview of the Marketing Research ProcessThe Preliminary Stages of the Marketing Research Process; Planning a New HMO; The International Marketing Research Process; Summary; Questions and Problems; End Notes; Case 3-1: A VideOcart Test for Bestway Stores; Case 3-2: Philip Morris Enters Turkey; Chapter 4 Research Design and Implementation; Learning Objectives; Research Approach; Research Tactics and Implementation; Budgeting and Scheduling the Research Project; Research Proposal; Designing International Marketing Research; Issues in International Research Design; Summary Questions and ProblemsEnd Notes; Appendix: Errors in Research Design; Case 4-1: Reynolds Tobacco's Slide-Box Cigarettes; Cases for Part I; Case I-1: Clover Valley Dairy Company; Part II Data Collection; Section A: Secondary and Exploratory Research; Chapter 5 Secondary Sources of Marketing Data; Learning Objectives; Secondary Data; Uses of Secondary Data; Benefits of Secondary Data; Limitations of Secondary Data; Internal Sources of Secondary Data; External Sources of Secondary Data; Census Data; North American Industry Classification System; Appraising Secondary Sources Applications of Secondary DataSources of Secondary Data for International Marketing Research; Problems Associated with Secondary Data in International Research; Applications of Secondary Data in International Research; Summary; Questions and Problems; End Notes; Case 5-1: Barkley Foods; Case 5-2: Dell in Latin America?; Chapter 6 Standardized Sources of Marketing Data; Learning Objectives; Retail Store Audits; Consumer Purchase Panels; Scanner Services and Single-Source Systems; Media-Related Standardized Sources; Applications of Standardized Sources of Data; Summary; Questions and Problems<br/> |
| 546 ## - LANGUAGE NOTE | |
| Language note | eng. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing Research |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Research ethics |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing intelligence |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | KUMAR, V. |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | LEONE, R.P |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | AAKER, D.A |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | DAY, G.S |
| 942 ## - ADDED ENTRY ELEMENTS | |
| Item type | Book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Date acquired | Source of acquisition | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Mzumbe University Main Campus Library | Mzumbe University Main Campus Library | 22/01/2025 | MAK Solution | 658.83 MAR | 0087102 | 1 | 06/06/2025 | Book |