tailieunhanh - Ebook Marketing research (8th edition): Part 1

(BQ) Part 1 book "Marketing research" has contents: Introduction to marketing research, the marketing research industry, research design, secondary data and packaged information, secondary data and packaged information, evaluating survey data collection other contents. | Global edition Global edition Marketing Research For these Global Editions, the editorial team at Pearson has collaborated with educators across the world to address a wide range of subjects and requirements, equipping students with the best possible learning tools. This Global Edition preserves the cutting-edge approach and pedagogy of the original, but also features alterations, customization, and adaptation from the North American version. EIGHTH ed ition Burns • Veeck • Bush EIGHTH edition Alvin C. Burns • Ann Veeck • Ronald F. Bush G LOBa l ed ition This is a special edition of an established title widely used by colleges and universities throughout the world. Pearson published this exclusive edition for the benefit of students outside the United States and Canada. If you purchased this book within the United States or Canada, you should be aware that it has been imported without the approval of the Publisher or Author. Marketing Research Pearson Global Edition 1 18/08/16 6:54 AM A Brief Guide to Getting the Most from This Book 1. Features to make reading more interesting FEATURE DESCRIPTION BENEFIT Opening vignettes Each chapter begins with a short description of a marketing research company’s features or an organization’s services such how firms deal with survey data quality. Previews the material in the textbook by showing you how it is used in marketing research Current insights from industry professionals “War stories” and recommendations from seasoned practitioners of marketing research Illustrates how the technique or theory should be applied or gives some hints on ways to use it effectively Global Applications Examples of global marketing research in action Fosters awareness that over one-half of marketing research is performed in international markets Ethical Considerations Situations that show how ethical marketing researchers behave using the .