A concise presentation of marketing research fundamentals. Basic Marketing Research uses an Excel add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise introduction to market research fundamentals. This text also provides readers with resources they can use in their careers. The ISBN above is just for the standalone book, if you want the book/IBM (R) SPSS (R) 18.0 Integrated Student Version you shoud order the ISBN listed below. 0132490633 / 9780132490634 Basic Marketing Research with Excel & IBM (R) SPSS (R) 18.0 Integrated Student Version Package Package consists of 0132151715 / 9780132151719 IBM (R) SPSS (R) 18.0 Integrated Student Version 0135078229 / 9780135078228 Basic Marketing Research with Excel .

Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well as showing how they are applied. The book is accompanied by two real data sets to replicate examples and with exercises to solve, as well as detailed guidance on the use of appropriate software including: - 750 powerpoint slides with lecture notes and step-by-step guides to run analyses in SPSS (also includes screenshots) - 136 multiple choice questions for tests This is augmented by in-depth discussion of topics including: - Sampling - Data management and statistical packages - Hypothesis testing - Cluster analysis - Structural equation modelling

Innovation remains an arduous and painful process for many companies, doing untold damage to brands, profitability, and careers. Some have used line extensions to mitigate risk, but all too often they have ended up extending the core brand into oblivion. Others have used test markets to help gauge opinion before a national rollout, only to have competitors snatch ideas and undermine results. Given the problems with conventional approaches, it's not surprising that 90% of new products and services fail. Market New Products Successfully is the definitive guidebook for using simulated test marketing (STM), a technology that can help companies dramatically improve the odds of introducing a successful new product or service. The book examines why STM is important, what the differences are between the major systems, how to do a simulation, and what insights it offers a marketing plan. It is the ultimate guidebook for any smart marketer looking to improve the financial outcome of the innovation process.

When analysing customer experience, there is often a disconnect in the kind of customer experience senior leadership believes their organizations deliver and what consumers say they actually receive. Crafting Customer Experience Strategy: Lessons from Asia looks at how Customer Experience Management can be vital in providing a sustained competitive advantage for businesses. In uncovering this essential strategic challenge, this book explores the need to create customer experiences by design utilizing data, as well as the importance of engaging with the voice of the customer, the employee and the process in managing the customer journey. In this book a range of real world insights are scrutinized from a variety of leading organizations; chapters explore a wide range of themes including how organizations create experiences, the customer journey, emotions, technology and the returns in designing improved experiences. This is an essential reading for marketing students, scholars and practitioners looking for understanding and insights in customer experience management.

Designed for advanced MBA and doctoral courses in Consumer Behavior and Customer Satisfaction, this is the definitive text on the meaning, causes, and consequences of customer satisfaction. It covers every psychological aspect of satisfaction formation, and the contents are applicable to all consumables - product or service.Author Richard L. Oliver traces the history of consumer satisfaction from its earliest roots, and brings together the very latest thinking on the consequences of satisfying (or not satisfying) a firm's customers. He describes today's best practices in business, and broadens the determinants of satisfaction to include needs, quality, fairness, and regret ('what might have been').The book culminates in Oliver's detailed model of consumption processing and his satisfaction measurement scale. The text concludes with a section on the long-term effects of satisfaction, and why an understanding of satisfaction psychology is vitally important to top management.

This book addresses the status quo of Corporate Social Responsibility practices and their development since 2008. How have things changed in the practice of CSR? What new opportunities and challenges have arisen? The book reports on an international set of cases and case studies on how CSR is practiced at business and organizations in various countries. It analyzes country-specific and industry-specific issues, as well as general global issues in connection with the United Nations' Sustainable Development Goals. The contributions gathered here provide comprehensive information on CSR for both practitioners and researchers around the globe.

Bangladesh is a land of great natural beauty, with a rich culture. Its tourism industry is one of its greatest motivators for social and economic development - but it does not always climb to the heights of success that one might expect. This book is one of the first to explore tourism in Bangladesh in scholarly detail, examining driving factors behind the growth of the industry, as well as challenges it needs to overcome. It provides recommendations for policy makers, as well as a rich tapestry of scholarly work for researchers interested in Bangladesh, tourism management, and the study of developing economies.

This book discusses several product development strategies and tools employed by organizations around the world to implement frugal innovations. Over the past decade, frugal innovations have caught the attention of countless management scholars. This book comes at the right time for academics and practitioners alike, as it explores how the concept of frugal innovation has evolved over the past several years and is shifting its focus from merely featuring 'cost' driven innovations to being more 'resourceful' and 'sustainable' at its core. Furthermore, in light of the ongoing digital revolution and emergence of new business models such as sharing economy and circular economy, the book highlights recent and upcoming trends and their impacts on frugal innovation strategies.

This book examines the nature of the marketization of corporate boards following the introduction of the split share reform, corporate board and shareholder relations, corporate performance, and risk-taking conduct in China. The chapters cover topics such as determinants of corporate board size and independence, corporate risk-taking conduct under different controlling shareholder types. The book deepens our understanding of corporate governance mechanisms as most previous studies have limited their findings using mainstream perspectives grounded on neoclassical theory. It outlines that China's corporate board composition is determined by the board's scope of operation, monitoring, bargaining power, and other governance mechanisms and regulations. It also offers a comparison between China's experience with other economies in general and other transition economies in particular. As such, the book represents an essential overview of the current concerns regarding corporate governance in China. It is of great interest to legal researchers, policymakers, and legal practitioners working with business investments in China.

This book explores how a growing religious discourse is advocating for change in women's employment participation in Arab societies. It provides a historical and cultural overview of women in Arab societies as well as issues of homogeneity and heterogeneity in religion. An emerging group of activists, intellectuals, and religious scholars are rocking the boat of traditional Islamic understanding of the role of women and their economic and social participation, which is rooted in reinterpretations of the religious texts and history. Signs of this change are already seen in some Arab workplaces though with varying degrees of success. This book uncovers a neglected discourse on the status of Arab women that is relevant to students and academics with interest in economics, gender studies, the Middle East, and Islam.

Doing Anthropology in Consumer Research is the essential guide to the theory and practice of conducting ethnographic research in consumer environments. Patricia Sunderland and Rita Denny argue that, while the recent explosion in the use of "ethnography" in the corporate world has provided unprecedented opportunities for anthropologists and other qualitative researchers, this popularization too often results in shallow understandings of culture, divorcing ethnography it from its foundations. In response, they reframe the field by re-attaching ethnography to theoretically robust and methodologically rigorous cultural analysis. The engrossing text draws on decades of the authors' own eclectic research-from coffee in Bangkok and boredom in New Zealand to computing in the United States-using methodologies from focus groups and rapid appraisal to semiotics and visual ethnography. Five provocative forewords by leaders in consumer research further push the boundaries of the field and challenge the boundaries of academic and applied work. In addition to reorienting the field for academics and practitioners, this book is an ideal text for students, who are increasingly likely to both study and work in corporate environments.

Religion is an important part of individual lives, playing a major role in our decision making and puchasing. Understanding the influence of religion on consumer behaviour is therefore an essential practice for business. The COVID-19 pandemic has especially enhanced the influence of consumers' religiosity on their consumption decisions. This book concentrates on understanding the relationship of religiosity with various aspects of consumption and consumer behaviour to improve policy and build on an under represented topic. In this edited collection, expert contributors, academicians and researchers discuss the influence of religion on consumer behaviour in depth including the "dark side" of religion on consumers' consumption behaviour and religious cults. The chapters also explore the ethical issues surrounding consumption and the role of religion on branding and sustainable practices. With a broad perspective, the book draws on examples of practices from Christianity, Islam, Hinduism and Buddhism. This book will be a particularly valuable resource for scholars and upper level students of marketing, consumer behaviour and consumer psychology. The interdisciplinary perspectives will also appeal to those studying sociology and globalization.

This book collects essays from Chinese economic sage who was the mastermind of the reform and opening and persistent champion of market-driven development. In the essays, he outlines his vision of the systemic reform needed for today's China, from rule of law to completion of the market system and reform of state-owned enterprises. Dr. Wu's thoughts are always of interest, but at this pivotal moment of Chinese economic recalibration, his views will be of more value than ever, to scholars, economists, journalists, and those in civil society.

This book focuses on the development and trends of Chinese local luxury industry in the digital era, which brings a new round of manufacturing transformation and upgrading, as well as development opportunities. It reveals the connotation and mechanism of the new local luxury brands in China step by step by answering the questions of "what, why and how". Through the analysis of 200 + questionnaires by SPSS statistical tools and case study, the book concludes the internal mechanism and theoretical support for China to cultivate new local luxury brands. It presents an overview on the current China's local luxury industry.

Customer satisfaction and loyalty are becoming increasingly important to most organizations since the financial benefits from improving them have been well documented. This book presents a thorough examination of how to use research to understand customer satisfaction and loyalty. It takes the reader step-by-step through the process of designing and conducting a survey to generate accurate measures of customer satisfaction and loyalty. The research process is explained in detail, including questionnaire design, analysis and reporting, but the book also covers other elements of an effective customer satisfaction process. These include project planning, communicating with customers before, during and after the survey, as well as providing internal feedback and taking effective action to address issues raised by the survey. There is also comprehensive coverage of loyalty measurement methodologies as well as the satisfaction-profit chain and associated modelling and forecasting techniques.

The latest marketing guide from expert Dennis Cahillthat teaches how to effectively use lifestyle segmentation for marketing strategies Lifestyle Market Segmentation gives author and marketing expert Dennis Cahill the chance to put his nearly 30 years of marketing and teaching experience to practical useto clearly explain the process of market segmentation and its applications. This text goes beyond the obvious demographic and/or geographic categories to get at the whys of customer behaviors, carefully reviewing every facet, from theory to the exploration of applications. Step by step, this easy-to-understand book, written by the author of How Consumers Pick a Hotel: Strategic Segmentation and Target Marketing and other classic marketing books, walks readers through the process, giving real-life examples as illustration as it provides the tools to effectively market by lifestyle segment in today's competitive marketplace. Market segmentation research examines a broad range of demographic and psychographic information that can provide strategies to target both current and potential markets. This helpful guide comprehensively reveals how to gather and effectively use this crucial type of research. Lifestyle Market Segmentation consists of three main parts. The first part discusses segmentation theory and various methods for segmentation. The second part explores applications of lifestyle segmentation based on case studies. The last section focuses on ways to market products and services to the various segments discovered by the applications. This invaluable text is extensively referenced and includes several tables and figures to clarify concepts and data. Lifestyle Market Segmentation discusses in detail: the concept of market segmentation criteria for segmentation schemes types of nonlifestyle segmentation geodemographic segmentation psychographics the List of Values (LOV) guidelines for effective use of psychographics lifestyle target segments the Tribes segmentation scheme the Myers-Briggs Type Indicator life-stage segmentation illustrative real-life case studies Lifestyle Market Segmentation is an enlightening resource that is certain to be used again and again, and makes essential reading for managers, educators, and students.

In Mastering Market Analytics, Robert Kozielski presents various measurement systems and marketing metrics, along with common mistakes made by organizations and managers in the process of measuring business activities, and illustrates how to avoid these mistakes. The new turbulent business environment has resulted in the decrease in effectiveness and efficiency of marketing activities, resulting in 50% of campaigns in social media remaining unnoticed by the public in 2016 alone. Response rates on emailing campaigns have dropped, one dollar invested in TV advertising generates only .32 cents of return, which all leaves the question of whether these activities are still effective in the contemporary world. What does effective marketing actually mean and which areas can be measured while assessing organizational effectiveness? Do sales and marketing benefit only the company or do they also generate value for customers? With over twenty years of experience in world markets, Kozielski takes lessons and case studies from Eastern Europe to delve into 76 indicators, divided into four groups: sales, distribution, marketing communication, and ecommerce and social media, exploring from both the strategic and operational points of view. Linking applicable descriptions of the metrics with systems of measurement for these marketing activities and results, Kozielski's work is of interest to marketing scholars and MBA students.

Survey data are used in many disciplines including Social Sciences, Economics and Psychology. Interviewers' behaviour might affect the quality of such data. This book presents the results of new research on interviewers' motivation and behaviour. A substantial number of contributions address deviant behaviour, methods for assessing the impact of such behaviour on data quality and tools for detecting faked interviews. Further chapters discuss methods for preventing undesirable interviewer effects. Apart from specific methodological contributions, the chapters of the book also provide a unique collection of examples of deviant behaviour and its detection - a topic not overly present in literature despite its substantial prevalence in survey field work. The volume includes 13 peer reviewed papers presented at an international workshop in Rauischholzhausen in October 2011.

This book would enable students, academics and practitioners to develop a thorough understanding on how to address service marketing issues and problems in a variety of settings in emerging economies. This book would also give them the background necessary to think through different elements of service marketing in emerging markets by comparing and contrasting with developed economies. This book will describe the component of service marketing, including service mix, service development, consumer behavior, customer assessment, service communication, role of electronic channel and channel management, service chain, pricing and similar topics. Chapters of the book will focus on creating, communicating and delivering customer value to emerging market consumers through several service marketing strategies, processes and programs in the context of markets dynamics, consumer diversity, and competitors. By way of illustrating various actual business situations, this book will help students, academics and practitioners to build necessary skills to take service marketing decisions in emerging economies. This book would be relevant for students of postgraduate programs of full time MBA, post graduate diploma in management, and executive post graduate programs and doctoral programs to develop a critical understanding of the business scenarios and service marketing strategies in emerging economies.

This book focuses on the important theme of economic cooperation along the Belt and Road. Starting from an analysis of current situation, the book defines the cooperation direction and specific tasks for extensive fields and goes on to provide a systematic analysis of the cooperation mechanism, trade, investment, infrastructure construction, energy and industry park cooperation along the Belt and Road. Using in-depth research on the situation, opportunities and challenges in pushing forward the economic cooperation along the Belt and Road, the author puts forward policy suggestions on the way forward.

This book explains the strategic behaviors of platform firms on the global market, drawing on extensive research on the mobile communication systems, semiconductor equipment, personal computer, and automobile electronics industries. The book focuses on Ericsson, Applied Materials, Intel, and Bosch as representative global platform companies. The book's introductory section reports on the rise of platform business and addresses the theoretical basis of their competitive edge, based on a review of prior studies on the network effect of open standards and the economic theory of strategic behavior. The platform business obviously secures a competitive advantage on the global market. Yet this theory alone does not provide sufficient explanation for why the platform business achieves competitiveness on the market. The book proposes a theoretical framework and provides rigorous supporting evidence by using case studies and empirical analysis on the global business of platform firms. This evidence reflects the variety of global ecosystems: the mobile communications system in China, the semiconductor equipment industry in East Asia, personal computers in Taiwan, and automobile electronics in China. In conclusion, the book reviews these studies and identifies the key factors of platform strategy on the global market. Given its breadth of coverage, the book will benefit all academic researchers and undergraduate students in management and economics with an interest in global competition and collaboration in the open economy.