Basic Marketing Research, 9/e (AE-Paperback) 【含Access Code,刮除不受退】
暫譯: 基本行銷研究，第9版 (AE-平裝本) 【含Access Code, 刮除不受退】

Name: Basic Marketing Research, 9/e (AE-Paperback) 【含Access Code,刮除不受退】
Price: 1333 TWD
Availability: OnlineOnly
Author: Tom J. Brown , Tracy A. Suter , Gilbert A. Churchill
ISBN: 9814878049

Tom J. Brown , Tracy A. Suter , Gilbert A. Churchill

出版商: Cengage Learning
出版日期: 2023-01-01
定價: $1,360
售價: 9.8 折 $1,333
語言: 英文
頁數: 368
ISBN: 9814878049
ISBN-13: 9789814878043
相關分類: 行銷/網路行銷 Marketing

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商品描述

本書序言

●UPDATES REFLECT CURRENT INDUSTRY PRACTICE. Students review A/B tests with multiple examples as one form of field experiment. Updates examine "big data" applied to marketing analytics, predictive analytics, social media considerations, and data visualization. Content also reviews technology for online bulletin board focus groups and webcam interviews. Students generate answers by combining data from multiple sources, Coverage examines aggregating data, merging data, and new sources of error that arise. An ongoing example in the analysis chapters demonstrates merging data from various sources.
●THE AUTHORS BALANCE FOCUSED INFORMATION AND CURRENT INDUSTRY TRENDS IN AN ORGANIZED, UNCOMPLICATED APPROACH. The authors use their professional strengths as marketing research professors and active participants in hundreds of real-world research projects to provide students with the information they need to conduct a successful start-to-finish project.
●FLEXIBLE FORMAT ACCOMMODATES CHANGING NEEDS OF STUDENTS. This edition is available in digital format or in a digital plus softcover paper version. Options are available at a variety of prices for your students to choose the format that works for them.

本書特色

●BOOK PRESENTS ETHICS AS A FOUNDATIONAL DISCUSSION. Because "bad" research can violate participant trust, the authors show how sugging (using research as a sales tactic) harbors mistrust between participants and the researcher. They also demonstrate how advocacy research, or advocating for a particular position or point-of-view at the expense of seeking honest insights, is beyond what research should accomplish. The authors discuss these topics and ethical reasoning early and frequently, emphasizing that the purpose of marketing research is research, not sales or promotion.
●THE MANAGER’S FOCUS DISCUSSIONS HIGHLIGHT ONE OF THE KEY DISTINCTIONS OF THIS BOOK. The authors emphasize managerial usefulness and understanding, rather than technical depth, when discussing "big data" integration and analysis, sampling, and sophisticated statistical analysis. This level is ideal for introducing the basics of exploratory research, "big data" analytics, behavioral customer insights, primary data collection, and statistical analysis. Content focuses on the uses of marketing research, key decisions, when and why to apply certain analysis techniques, and how to interpret results.
●COVERAGE EXAMINES THE "WHAT" AND "WHY" BEHIND "BIG DATA" AND BEHAVIORAL ANALYTICS. Both "big data" and behavioral analytics are critical in marketing and business as they consider consumers purchases and related behaviors, but sometimes researchers also need to know why consumers participated in a particular behavior. In this case "big data" may not be the best tool. This book considers the value of "what" and "why" questions when working with existing data and collecting primary data. Both types of considerations are examined together for a complete picture of data from multiple sources.
●MANAGER’S FOCUS SHORT FEATURES PROVIDE INSIGHTS INTO HOW THE CHAPTER'S INFORMATION IS RELEVANT TO TODAY'S MARKETING MANAGERS. These features emphasize the role of marketing managers in the research process and offer guidelines for achieving the most usable results. These Manager’s Focus entries are inspired and written by Jon Austin, marketing research professor at Cedarville University who has a strong background working with industry clients.
●RESEARCH WINDOWS PROVIDE A VIEW OF WHAT IS HAPPENING IN TODAY'S WORLD OF MARKETING RESEARCH. These features describe what is happening in specific companies and offer how-to tips. They prompt interest in the chapter topic and provide further depth. Examples include marketing research jobs and compensation, how online focus groups and webcam interviews explore decision making, Target's "big data", how Key Ingredient used A/B tests to design an effective web site, and "driving" golfer insights at PING.
●A TANGIBLE, APPLIED EXAMPLE OFFERS STUDENTS AN EXCELLENT MODEL FOR COMPLETING THEIR WORK. Students often ask for a high-quality example of a student project from a past semester. Reviewing a strong, peer-produced model can help students produce top-notch work themselves. This edition highlights data collection instruments from multiple data sources, oral presentation slides, and a written research report as a tangible example of a quality research project. This eliminates guesswork when students work with firms in the community to complete their own marketing research.

商品描述(中文翻譯)

本書序言

●更新反映當前產業實踐。學生透過多個範例回顧 A/B 測試，作為一種實地實驗。更新內容檢視應用於行銷分析、預測分析、社交媒體考量及數據視覺化的「大數據」。內容還回顧了用於線上公告板焦點小組和網路攝影機訪談的技術。學生透過結合來自多個來源的數據生成答案，內容檢視數據聚合、數據合併及新出現的錯誤來源。分析章節中的持續範例展示了來自各種來源的數據合併。

●作者在有組織且簡單明瞭的方式中平衡了專注的信息和當前產業趨勢。作者利用他們作為行銷研究教授及數百個真實世界研究項目的活躍參與者的專業優勢，為學生提供進行成功的從頭到尾項目所需的信息。

●靈活的格式適應學生不斷變化的需求。本版提供數位格式或數位加軟皮書版本。學生可以選擇適合自己的格式，價格選項多樣。

本書特色

●本書將倫理作為基礎討論。因為「不良」研究可能會違反參與者的信任，作者展示了如何利用研究作為銷售策略（sugging）會在參與者和研究者之間產生不信任。他們還展示了如何倡導研究，即在追求誠實見解的過程中，為特定立場或觀點辯護，這超出了研究應該達成的目的。作者早期且頻繁地討論這些主題和倫理推理，強調行銷研究的目的是研究，而不是銷售或推廣。

●經理人焦點討論突顯了本書的一個關鍵區別。作者在討論「大數據」整合和分析、抽樣及複雜統計分析時，強調管理實用性和理解，而非技術深度。這一層次非常適合介紹探索性研究的基礎、「大數據」分析、行為客戶見解、主要數據收集及統計分析。內容專注於行銷研究的用途、關鍵決策、何時及為何應用某些分析技術，以及如何解釋結果。

●內容檢視「大數據」和行為分析背後的「什麼」和「為什麼」。在行銷和商業中，「大數據」和行為分析至關重要，因為它們考慮消費者的購買及相關行為，但有時研究者也需要知道消費者為何參與特定行為。在這種情況下，「大數據」可能不是最佳工具。本書考慮在處理現有數據和收集主要數據時，「什麼」和「為什麼」問題的價值。這兩種類型的考量一起檢視，以獲得來自多個來源的數據的完整圖像。

●經理人焦點短篇提供了章節信息與當今行銷經理相關的見解。這些特徵強調行銷經理在研究過程中的角色，並提供實現最可用結果的指導。這些經理人焦點條目由 Cedarville University 的行銷研究教授 Jon Austin 撰寫，他在與業界客戶合作方面有著豐富的背景。

●研究窗口提供了當今行銷研究世界的現狀。這些特徵描述了特定公司中發生的事情並提供如何做的提示。它們引發對章節主題的興趣並提供更深入的內容。範例包括行銷研究工作及薪資、線上焦點小組和網路攝影機訪談如何探索決策、Target 的「大數據」、Key Ingredient 如何利用 A/B 測試設計有效網站，以及 PING 如何「驅動」高爾夫球手的見解。

●一個具體的應用範例為學生提供了完成工作的優秀模型。學生經常要求過去學期的高品質學生專案範例。回顧一個強大的、同儕製作的模型可以幫助學生自己產出優秀的作品。本版突顯了來自多個數據來源的數據收集工具、口頭報告幻燈片和書面研究報告，作為高品質研究項目的具體範例。這消除了學生在與社區中的公司合作完成自己的行銷研究時的猜測。

作者簡介

Tom J. Brown is Head, School of Marketing and International Business, and Noble Foundation Chair in Marketing Strategy in the Spears School of Business at Oklahoma State University. He received his Ph.D. from the University of Wisconsin-Madison. Dr. Brown teaches marketing research and has supervised hundreds of student research projects for industry clients ranging from not-for-profit service organizations to Fortune 500 companies. Dr. Brown is a past recipient of the Sheth Foundation Best Paper Award in the Journal of the Academy of Marketing Science. In addition, he received a Richard D. Irwin Foundation Doctoral Dissertation Fellowship while at the University of Wisconsin, the Kenneth D. and Leitner Greiner Teaching Award, and the Regents Distinguished Research Award, both at Oklahoma State University. Dr. Brown was also recognized as an International Research Fellow at the University of Oxford for his work on corporate reputation. Dr. Brown's articles have appeared in the Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Journal of Applied Psychology, Journal of Service Research, Journal of the Academy of Marketing Science, Journal of Retailing and Journal of Business Ethics, among others. He serves on the editorial review board for the Journal of the Academy of Marketing Science and is an associate editor with the Journal of Service Research. His current research interests focus on organizational frontline research (e.g., customer orientation and influences on frontline employees). He is co-founder of the Corporate Associations/Identity Research Group and the Organizational Frontlines Research Symposia series. He is active in the American Marketing Association, having co-chaired multiple international conferences and the AMA/Sheth Doctoral Consortium, and served as president of the AMA Academic Council.

Tracy A. Suter is Department Chair, Department of Marketing and Management, at the University of Central Arkansas. He received his Ph.D. from the University of Arkansas. He served as a faculty member in the Department of Marketing and School of Entrepreneurship at Oklahoma State University, among other institutions. Dr. Suter teaches a wide range of courses emphasizing marketing research and business-focused creativity and innovation. Each semester, undergraduate marketing research students complete real-world research projects for area for-profit and not-for-profit firms under his guidance. Completed service-learning projects now number in the hundreds. Dr. Suter's research interests include public policy, the use of innovative technologies in marketing and entrepreneurship and consumer-to-consumer communities. He has published in journals such as the Journal of Business Research, Journal of Public Policy & Marketing and Journal of Retailing, among many others. He also served on several academic journal editorial review boards and is a frequent reviewer for other journals and conferences. Dr. Suter has held endowed chairs in honor of David and Leslie Lawson and Daniel White Jordan during his time in Oklahoma. He has received numerous awards for both research and teaching activities, including the University of Arkansas Award for Excellence in Teaching, the Sherwin-Williams Distinguished Teaching Competition Award given by the Society for Marketing Advances and the Kenneth D. and Leitner Greiner Outstanding Teaching, Regents Distinguished Teaching, and President's Outstanding Faculty Awards, all at Oklahoma State University. Dr. Suter is frequently asked to speak to doctoral students and other academic groups about teaching excellence.

A recognized leader in the field of marketing research, Gilbert A. Churchill, Jr., joined the University of Wisconsin faculty after receiving his D.B.A. from Indiana University in 1966. Dr. Churchill was named Distinguished Marketing Educator by the American Marketing Association in 1986, the second individual so honored. This lifetime achievement award recognizes and honors a living marketing educator for distinguished service and outstanding contributions in the field of marketing education. Dr. Churchill was also awarded the Academy of Marketing Science's lifetime achievement award in 1993 for his significant scholarly contributions. In 1996, he received a Paul D. Converse Award, which is given to the most influential marketing scholars, as judged by a national jury drawn from universities, businesses, and government. Also in 1996, the Marketing Research Group of the American Marketing Association established the Gilbert A. Churchill, Jr. Lifetime Achievement Award, which is awarded each year to an individual who has made significant contributions to marketing research. Dr. Churchill is a past recipient of the yearly William O'Dell Award for an outstanding article in the Journal of Marketing Research and has been a finalist for the award five additional times. He is a co-author of the most and third-most influential articles of the past century in sales management, as judged by a panel of experts in the field. His articles have appeared in such publications as the Journal of Marketing Research; Journal of Marketing; Journal of Consumer Research; Journal of Retailing; Journal of Business Research; Decision Sciences; Technometrics; and Organizational Behavior and Human Performance.

作者簡介(中文翻譯)

湯姆·J·布朗是奧克拉荷馬州立大學斯皮爾斯商學院行銷與國際商務學院的院長，以及諾貝爾基金會行銷策略講座教授。他在威斯康辛大學麥迪遜分校獲得博士學位。布朗博士教授行銷研究，並指導數百個學生研究專案，這些專案的客戶涵蓋了從非營利服務組織到《財富》500 強公司。布朗博士曾獲得行銷科學學會期刊的謝斯基金會最佳論文獎。此外，他在威斯康辛大學期間獲得理查德·D·厄爾文基金會博士論文獎學金、肯尼斯·D·和萊特納·格萊納教學獎，以及奧克拉荷馬州立大學的校董傑出研究獎。布朗博士還因其在企業聲譽方面的研究而被牛津大學認定為國際研究學者。布朗博士的文章發表在《行銷研究期刊》、《行銷期刊》、《消費者研究期刊》、《應用心理學期刊》、《服務研究期刊》、《行銷科學學會期刊》、《零售業期刊》和《商業倫理期刊》等多個期刊上。他擔任行銷科學學會期刊的編輯審查委員會成員，並擔任服務研究期刊的副編輯。他目前的研究興趣集中在組織前線研究（例如，顧客導向及對前線員工的影響）。他是企業聯盟/身份研究小組和組織前線研究研討會系列的共同創辦人。他活躍於美國行銷協會，曾共同主持多個國際會議和AMA/謝斯博士聯盟，並擔任AMA學術委員會的主席。

特雷西·A·蘇特是中央阿肯色大學行銷與管理系的系主任。他在阿肯色大學獲得博士學位。他曾在奧克拉荷馬州立大學的行銷系和創業學院擔任教職，並在其他機構任教。蘇特博士教授多門課程，強調行銷研究和以商業為導向的創意與創新。每學期，本科行銷研究學生在他的指導下為當地的營利和非營利公司完成實際的研究專案。完成的服務學習專案目前已達數百個。蘇特博士的研究興趣包括公共政策、行銷和創業中的創新技術使用以及消費者對消費者社群。他在《商業研究期刊》、《公共政策與行銷期刊》和《零售業期刊》等多個期刊上發表過文章。他還曾在幾個學術期刊的編輯審查委員會任職，並經常為其他期刊和會議擔任審稿人。蘇特博士在奧克拉荷馬州期間曾獲得以大衛和萊斯利·勞森及丹尼爾·懷特·喬丹命名的講座教授職位。他因研究和教學活動獲得多項獎項，包括阿肯色大學卓越教學獎、由行銷進步協會頒發的舍溫·威廉斯傑出教學競賽獎，以及奧克拉荷馬州立大學的肯尼斯·D·和萊特納·格萊納傑出教學獎、校董傑出教學獎和校長傑出教職員獎。蘇特博士經常受邀向博士生和其他學術團體講授教學卓越。

在行銷研究領域中備受認可的領導者，吉爾伯特·A·丘奇於1966年在印第安納大學獲得D.B.A.後加入威斯康辛大學的教職。丘奇博士於1986年被美國行銷協會評選為傑出行銷教育者，成為第二位獲此榮譽的人。這項終身成就獎旨在表彰和尊敬一位在行銷教育領域中做出傑出貢獻的在世行銷教育者。丘奇博士於1993年獲得行銷科學學會的終身成就獎，以表彰其重要的學術貢獻。1996年，他獲得保羅·D·康維斯獎，該獎項頒發給最具影響力的行銷學者，由來自大學、企業和政府的全國評審團評選。同樣在1996年，美國行銷協會的行銷研究小組設立了吉爾伯特·A·丘奇終身成就獎，每年頒發給對行銷研究做出重大貢獻的個人。丘奇博士曾獲得《行銷研究期刊》年度威廉·O·德爾獎，以表彰其優秀文章，並且五次入圍該獎項。他是過去一世紀在銷售管理領域中最具影響力的文章的共同作者，這些文章由該領域的專家小組評選。他的文章發表在《行銷研究期刊》、《行銷期刊》、《消費者研究期刊》、《零售業期刊》、《商業研究期刊》、《決策科學》、《技術計量學》和《組織行為與人類表現》等出版物上。

目錄大綱

Part I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION.
1. The Role of Marketing Research.
2. The Research Process and Ethical Concerns.
3. Problem Formulation.
4. Exploratory Research.
Part II: Working with Existing Information to Solve Problems.
5. Decision Support Systems: Introduction.
6. Decision Support Systems: Working with "Big Data".
7. Using External Secondary Data.
Part III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS.
8. Conducting Causal Research.
9. Collecting Descriptive Primary Data.
10. Collecting Data by Observation.
11. Collecting Data by Communication.
12. Asking Good Questions.
13. Designing the Data Collection Form for Communication Data.
14. Developing the Sampling Plan.
15. Data Collection: Types of Error and Response Rate Calculation.
Part IV: ANALYZING DATA.
16. Data Preparation for Analysis.
17. Analysis and Interpretation: Individual Variables Independently.
18. Analysis and Interpretation: Multiple Variables Simultaneously.
Part IV: REPORTING THE RESULTS.
19. The Oral Research Presentation.
20. The Written Research Report.

目錄大綱(中文翻譯)

Part I: INTRODUCTION TO MARKETING RESEARCH AND PROBLEM DEFINITION.

1. The Role of Marketing Research.

2. The Research Process and Ethical Concerns.

3. Problem Formulation.

4. Exploratory Research.

Part II: Working with Existing Information to Solve Problems.

5. Decision Support Systems: Introduction.

6. Decision Support Systems: Working with "Big Data".

7. Using External Secondary Data.

Part III: COLLECTING PRIMARY DATA TO SOLVE PROBLEMS.

8. Conducting Causal Research.

9. Collecting Descriptive Primary Data.

10. Collecting Data by Observation.

11. Collecting Data by Communication.

12. Asking Good Questions.

13. Designing the Data Collection Form for Communication Data.

14. Developing the Sampling Plan.

15. Data Collection: Types of Error and Response Rate Calculation.

Part IV: ANALYZING DATA.

16. Data Preparation for Analysis.

17. Analysis and Interpretation: Individual Variables Independently.

18. Analysis and Interpretation: Multiple Variables Simultaneously.

Part IV: REPORTING THE RESULTS.

19. The Oral Research Presentation.

20. The Written Research Report.