Review of Marketing Research: Volume 2 / Edition 2

Review of Marketing Research: Volume 2 / Edition 2

by Taylor and Francis
     
 

ISBN-10: 0765613050

ISBN-13: 9780765613059

Pub. Date: 11/01/2005

Publisher: Taylor & Francis

Malhotra (marketing, Georgia Institute of Technology) assembles seven chapters concerning marketing research using a variety of theories and data—survey, qualitative, experimental, ethnographic, and secondary. Featuring longer articles than those in journals, the volume centers on consumer action and reviews literature in the field, theories and methodologies,…  See more details below

Overview

Malhotra (marketing, Georgia Institute of Technology) assembles seven chapters concerning marketing research using a variety of theories and data—survey, qualitative, experimental, ethnographic, and secondary. Featuring longer articles than those in journals, the volume centers on consumer action and reviews literature in the field, theories and methodologies, new trends and concepts, and proposes future ideas. Contributors, who are business, management, and marketing scholars from US and Singapore universities, provide thoughts on information processing, forecasting and misforecasting, the internet and information searching, categorization, technology adoption and usage, marketing metrics, and hierarchical linear modeling. Annotation ©2006 Book News, Inc., Portland, OR

Product Details

ISBN-13:
9780765613059
Publisher:
Taylor & Francis
Publication date:
11/01/2005
Series:
500 Tips Series
Edition description:
New Edition
Pages:
256
Product dimensions:
7.20(w) x 10.00(h) x 0.90(d)

Table of Contents

Review of marketing research
1A reappraisal of the role of emotion in consumer behavior : traditional and contemporary approaches3
2The eye of the beholder : beauty as a concept in everyday discourse and the collective photographic essay35
3Consumer information acquisition : a review and an extension101
4The resource-advantage theory of competition : a review153
5Toward an integrated model of business performance207
6Consumers' evaluative reference scales and social judgment theory : a review and exploratory study245
7Correspondence analysis : methodological perspectives, issues, and applications285

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