Review of Marketing Research: Volume 1

Hardcover (Print)
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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
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Product Details

  • ISBN-13: 9780765613042
  • Publisher: Taylor & Francis
  • Publication date: 9/30/2004
  • Series: 500 Tips Series
  • Edition description: New Edition
  • Pages: 352
  • Product dimensions: 7.22 (w) x 10.22 (h) x 1.09 (d)

Table of Contents

Review of marketing research
1 A reappraisal of the role of emotion in consumer behavior : traditional and contemporary approaches 3
2 The eye of the beholder : beauty as a concept in everyday discourse and the collective photographic essay 35
3 Consumer information acquisition : a review and an extension 101
4 The resource-advantage theory of competition : a review 153
5 Toward an integrated model of business performance 207
6 Consumers' evaluative reference scales and social judgment theory : a review and exploratory study 245
7 Correspondence analysis : methodological perspectives, issues, and applications 285
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