Librarian View
LEADER 02510cam a2200385 i 4500
001
991008292468907546
005
20250321124025.0
008
230622s2024 maua b 001 0 eng d
020
z| 9780357901854
q| (Loose-leaf edition)
020
a| 9780357901847
q| (Student edition)
035
a| (OCoLC)1347021519
040
a| UKMGB
b| eng
e| rda
c| UKMGB
d| OCLCF
d| OCLCQ
d| OCLCO
d| H2K
d| HK-SYU
050
0
0
a| HF5415.2
b| .C49 2024
082
0
4
a| 658.83
2| 23
092
0
a| 658.83
b| CHU 2024
100
1
a| Churchill, Gilbert A.,
e| author.
245
1
0
a| Basic marketing research :
b| customer insights and managerial action /
c| Tom J. Brown, Tracy A. Suter, Gilbert A. Churchill, Jr.
246
3
0
a| Customer insights and managerial action.
250
a| Tenth edition
264
1
a| Boston, MA :
b| Cengage,
c| [2024].
264
4
c| ©2024
300
a| xvii, 334 pages :
b| color illustrations ;
c| 28 cm.
336
a| text
2| rdacontent
336
a| still image
2| rdacontent
337
a| unmediated
2| rdamedia
338
a| volume
2| rdacarrier
500
a| Gilbert A. Churchill appears as the first named author on earlier editions.
504
a| Includes bibliographical references and index.
520
a| "Brown/Suter/Churchill's Basic marketing research , 10th Edition, balances a reader-friendly, accessible approach with an ideal level of topical coverage. Students learn how to convert marketplace data into actionable marketing information using the two dominant approaches -- behavioral data that exists and customer insights gathered for a specific purpose -- while chapter content merges these approaches in an ongoing example in the analysis section. Students review and work with data from multiple sources, including consumer communication and consumer behavior observed via technology. An overview details how organizations obtain and use data today. Students learn how interactions in the research process give managers and researchers confidence in the result. Readers review the information-gathering function from the perspectives of researchers who gather information and marketing managers who use it. Updated MindTap assessments and case studies help students apply market research skills through experiential learning activities" --
c| Provided by Publisher
650
0
a| Marketing research.
700
1
a| Brown, Tom J.,
e| author.
700
1
a| Suter, Tracy A.,
e| author.
910
a| nlw
b| kkl
c| wsl
998
a| book
b| 21-03-25
945
h| Supplement
l| location
i| barcode
y| id
f| bookplate
a| callnoa
b| callnob
n| BUS320