We are confident that the new edition of Marketing Research: An Aid to Decision Making will dramatically improve students' knowledge of marketing research because practitioners, academicians, and past users of the text recommended many of the changes and new topics that we incorporated into this edition. The fact is, there have been numerous changes in the research industry and global marketplace that warrant special attention. When you consider how research organizations are consolidating, economies are growing worldwide, and competition is intensifying, there is a resounding plea for improved knowledge by decision-makers.
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Book Description
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Editorial Reviews
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. --This text refers to an out of print or unavailable edition of this title.
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. --This text refers to an out of print or unavailable edition of this title.
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. --This text refers to an out of print or unavailable edition of this title.
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. --This text refers to an out of print or unavailable edition of this title.
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful:
5.0 out of 5 stars
GREAT BOOK !,
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This review is from: Marketing Research: An Aid to Decision Making (Paperback)
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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