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eBook Using Secondary Data in Marketing Research: United States and Worldwide ePub

by Gordon Patzer

eBook Using Secondary Data in Marketing Research: United States and Worldwide ePub
Author: Gordon Patzer
Language: English
ISBN: 0899309615
ISBN13: 978-0899309613
Publisher: Praeger (March 18, 1995)
Pages: 184
Category: Marketing & Sales
Subcategory: Perfomance
Rating: 4.9
Votes: 497
Formats: lrf doc docx azw
ePub file: 1322 kb
Fb2 file: 1918 kb

It is divided into two major parts, with general qualities of secondary data presented first and specific sources of secondary data presented second.

It is divided into two major parts, with general qualities of secondary data presented first and specific sources of secondary data presented second.

The book begins with an overview that includes an international case in marketing. The following six chapters comprise the first part of the book, which delineates the advantages and disadvantages of secondary data, and reveals precisely how to evaluate their quality. These chapters identify differences between internal and external secondary data, including specific types of each. The second part begins with an overview that also includes an actual case in marketing.

Publications Six books (plus one Korean translation).

GORDON L. PATZER is Dean of the School of Business Administration, California State . In addition to teaching, Dr. Patzer is also a consultant to organizations around the world. He was previously the owner of two small businesses and earlier held marketing positions with CBS Television Network and the international advertising firm, Saatchi & Saatchi.

Silvia Vylcheva has more than 10 years of experience in the digital marketing world – which gave her a wide business acumen and the ability to identify and understand different customer needs.

Discover Book Depository's huge selection of Gordon L Patzer books online. Free delivery worldwide on over 20 million titles.

Course Title: POLITICAL AND ECONOMIC STRUCTURE. Course Title: WORK DESIGN AND ERGONOMICS. Module IV Imaging techniques for disease detection.

Sequential DOE via dynamic programming. This practical guide is the only book to provide both an introduction to secondary data analysis and a list of major sources of secondary data in the United States.

Dipak Jain, Vijay Mahajan, Eitan Muller, "Innovation D iffusion in the Presence of Supply Restrictions", Marketing Science, Winter 1991, p. 83-90. 8. Claude Brodesser, "Nielsen under Fire on Hispanic Sample", Mediaweek, July 21, 1997, p. 15. 9. Peter Keating, "The Best Airlines to Fly Today", Money, November 1,997.

Using Secondary Data in Marketing Research discusses thoroughly the use of secondary data in marketing research. It explains the underlying reasons why secondary data are less expensive than primary data, the technology associated with secondary data, how to evaluate the quality of secondary data, and how to locate secondary data. It also provides an encyclopedic listing of specific sources of secondary data, including a listing of sources of global/worldwide information to assist marketing decision making. An important resource for marketing professionals, academics, and graduate students of marketing.The book begins with an overview that includes an international case in marketing. The following six chapters comprise the first part of the book, which delineates the advantages and disadvantages of secondary data, and reveals precisely how to evaluate their quality. These chapters identify differences between internal and external secondary data, including specific types of each. The second part begins with an overview that also includes an actual case in marketing. The following five chapters contain comprehensive listings of specific secondary data information sources, categorized according to the following: sources of information specific to marketing; global/worldwide information sources; sources of information regarding American Census Data; information sources about industries, corporations, and finances; and general business information sources.Please note:  This book, written when Internet and E-mail were in their dawn, references these two topics accordingly. Since then computer tools and technologies have changed dramatically. However, information about using secondary data in marketing research discussed throughout this book has not changed and continues to be fully accurate and pertinent today, as well as in the past and no-doubt in the future.
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