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Marketing Research: Tools and Techniques
Building on the success of the previous editions, the third edition of Marketing Research: Tools and Techniques provides an accessible and engaging insight into marketing research.Based on the concept of the Marketing Research Mix, the text is organized around the core themes of research preparation, data collection, analysis and communication of findings, and how skills and techniques are used in different research contexts.The author adopts a sound balance between theory and practice and demonstrates how marketing concepts can be carried out in reality, and which methods are most appropriate for particular types of research.The new edition has been fully revised to reflect the wealth of digital developments and contains new case studies on renowned commercial brands such as BMW, Google, McDonalds, Whiskas, Tesco, The National Student Survey (NSS), Eurobarometer and BMI Healthcare.Supported by a full range of pedagogical features, the author enables students to understand the issues involved in carrying out research and the potential pitfalls to be aware of, thereby ensuring a clear understanding of the overall subject.The book is accompanied by a comprehensive Online Resource Centre which offers the following resources for students and lecturers:For students: Multiple choice questionsQuestionnaire wizardOnline version of Market Researcher's ToolboxLink to clips of author summarising contents of each chapter on YouTubeWeb linksFor registered adopters of the text:PowerPoint presentationIllustrations from the book
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This book embarks on a mission to dissect, unravel and demystify the concepts of Web services, including their implementation and composition techniques.It provides a comprehensive perspective on the fundamentals of implementation standards and strategies for Web services (in the first half of the book), while also presenting composition techniques for leveraging existing services to create larger ones (in the second half).Pursuing a unique approach, it begins with a sound overview of concepts, followed by a targeted technical discussion that is in turn linked to practical exercises for hands-on learning.For each chapter, practical exercises are available on Github. Mainly intended as a comprehensive textbook on the implementation and composition of Web services, it also offers a useful reference guide for academics and practitioners.Lecturers will find this book useful for a variety of courses, from undergraduate courses on the foundational technology of Web services through graduate courses on complex Web service composition.Students and researchers entering the field will benefit from the combination of a broad technical overview with practical self-guided exercises.Lastly, professionals will gain a well-informed grasp of how to synthesize the concepts of conventional and “newer” breeds of Web services, which they can use to revise foundational concepts or for practical implementation tasks.
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Marketing Analytics : Data-Driven Techniques with Microsoft Excel
Helping tech-savvy marketers and data analysts solve real-world business problems with Excel Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today's busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data.This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques—and achieve optimum results. Practical exercises in each chapter help you apply and reinforce techniques as you learn. Shows you how to perform sophisticated business analyses using the cost-effective and widely available Microsoft Excel instead of expensive, proprietary analytical toolsReveals how to target and retain profitable customers and avoid high-risk customersHelps you forecast sales and improve response rates for marketing campaignsExplores how to optimize price points for products and services, optimize store layouts, and improve online advertisingCovers social media, viral marketing, and how to exploit both effectively Improve your marketing results with Microsoft Excel and the invaluable techniques and ideas in Marketing Analytics: Data-Driven Techniques with Microsoft Excel.
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