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Marketing Research: An Aid to Decision Making, by Alan T. Shao
Free Ebook Marketing Research: An Aid to Decision Making, by Alan T. Shao
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How does marketing research affect your daily life? With Marketing Research: An Aid to Decision Making, 2e, students find out how marketing research processes and results lead to the marketing decisions that impact their daily lives. This book also teaches students about the important issues and methods involved in conducting marketing research, and then using the findings to manipulate the marketing mix to meet customer needs. Reviews of statistics and key marketing concepts help students brush up on the basics as they learn more about the marketing research tools and uses. A strong Internet focus keeps students in touch with the latest marketing research technologies. Students also learn how to effectively use the Internet to gather market research data more quickly and efficiently.
- Sales Rank: #4576872 in Books
- Published on: 2001-08-29
- Original language: English
- Number of items: 1
- Dimensions: 11.25" h x 8.75" w x 1.25" l, .0 pounds
- Binding: Paperback
- 610 pages
Review
Covers the essentials of marketing research, with solid illustrations.
The Qualitative Research chapter is excellent, the best I've seen.
What I especially like about this text are the learning objectives at the beginning of each chapter.
Text is well written and easy to read.
About the Author
Alan T. Shao is Professor of Marketing and the Director of the International Business Program in The Belk College of Business Administration at The University of North Carolina at Charlotte, where he teaches courses at both the graduate and undergraduate level in marketing research, international marketing, marketing management and marketing strategy. He has also taught on the faculties of the University of South Florida, University of Alabama, Kennesaw State University and Norfolk State University. He received his B.S. and M.B.A. degrees from Old Dominion University and his Ph.D. in marketing from the University of Alabama, with a minor in statistics. He is an active member of the American Marketing Association, Academy of International Business, Academy of Marketing Science, Society for Marketing Advances, and the North Carolina World Trade Association. He is presently on the Board of Directors of the North Carolina World Trade Association and the Charlotte World Trade Association. Dr. Shao is past president of the Academy of International Business-U.S. Southeast Region and has lectured at universities throughout the world. He has published more than 80 articles in many of the leading marketing and international marketing journals, as well as proceedings of major regional, national and international conferences. Dr. Shao is co-owner and Senior Vice President of Information Management of Sovidian Business Services, a web site development company and online education center. As an active business consultant, he has conducted marketing research throughout the United States, Asia, and Europe for multinational advertising agencies, financial institutions, sports franchises, technology companies, legal firms, and consumer goods manufacturers. Dr. Shao lives in Charlotte, North Carolina with his wife, Carol, and children, Janine, Victoria and Alan II.
Most helpful customer reviews
4 of 4 people found the following review helpful.
GREAT BOOK !
By A. Ercan Gegez
That's one of the best books on marketing research with a simple approach. Subtitle reads "An aid to decision making". But not only to decision making but also to everybody who wants a quick understanding of marketing research. The only thing to say the writer is "thank you" as it has such a simple but powerful approach to marketing research. I am teaching marketing for 10 years and this is one of the simplest book I have ever seen on this mattter. Some special chapters on reliability and validity and internet are unique features of this book. You can be a marketing research instructer or a marketing research student, if you want to know marketing research, just get this book !
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