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SA Tribes
'Every South African has a stake in a peaceful and prosperous South Africa.' The SA Tribes programme is one of the most comprehensive research studies carried out in South Africa's history. Nearly 15,000 South Africans were interviewed during the period 1997-2001. From the poorest Xhosa-speakers in the Eastern Cape to wealthy Sandton executives, representatives from every strata of this country's diverse populace have been questioned. The resultant assessment is as thought-provoking as it is groundbreaking. UCT professor Steve Burgess has worked closely with learned colleagues from all over the world - and has enjoyed extensive support from leading research companies Markinor and Gallup - to...
Marketing Research
This edition of Marketing Research: Tools and Techniques provides an accessible and engaging insight into marketing research. Based on the concept of the Marketing Research Mix, it is organized around the core themes of research preparation, data collection, analysis and communication of findings.
Product-country Images
This is the first-ever book about product and country images. It goes considerably beyond what was known until now about these images on buyer behavior and international market strategy. Thousands of companies use country identifiers as part of their international marketing strategy and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers’and buyers’decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global m...
Marketing Research
"Working as a marketing researcher remains an intellectually stimulating, creative and rewarding career. Marketing research is a huge and growing industry at the forefront of innovation in many sectors of the economy. However, few industries can have been presented with as many challenges and opportunities as those faced by marketing research due to the growing amounts of data generated by modern technology. Founded upon the enormously successful US edition, and building upon the previous five European editions, the sixth edition of this book seeks to maintain its position as the leading marketing research text, focused on the key challenges facing marketing research in a European context. A...
Essentials of Marketing
Building on the outstanding success of Baines, Fill and Page's bestselling textbook, 'Essentials of Marketing' has arrived. This is the must have textbook for students looking to excel in their studies and careers.
Communication Research and Media Science in Europe
Never before has the discipline of communication been more exciting, diverse, and innovative than it is today. This volume reflects the current developments in communication research and media science with topics including audience research, internet communication, organizational communication, studies on media use and effects, and educational and intercultural media. It represents the voices of over 40 European and North American scholars. Reflecting similarities and differences in media culture in Europe and abroad, the volume contains many important contributions from an insider point of view to European media research.
Qualitative Market Research
This text guides the reader through a research project from the perspective of both user and practitioner. It meets the needs of several audiences by creating common ground in the applied practice of qualitative research.
Audience Economics
Focusing on the electronic media--television, radio, and the Internet--Audience Economics bridges a substantial gap in the literature by providing an integrated framework for understanding the various businesses involved in generating and selling audiences to advertisers. Philip M. Napoli presents original research in order to answer several key questions: * How are audiences manufactured, valued, and sold? * How do advertisers and media firms predict the behavior of audiences? * How has the process of measuring audiences evolved over time? * How and why do advertisers assign different values to segments of the media audience? * How does audience economics shape media content? Examining the ...
Collecting, Managing, and Assessing Data Using Sample Surveys
Collecting, Managing, and Assessing Data Using Sample Surveys provides a thorough, step-by-step guide to the design and implementation of surveys. Beginning with a primer on basic statistics, the first half of the book takes readers on a comprehensive tour through the basics of survey design. Topics covered include the ethics of surveys, the design of survey procedures, the design of the survey instrument, how to write questions and how to draw representative samples. Having shown readers how to design surveys, the second half of the book discusses a number of issues surrounding their implementation, including repetitive surveys, the economics of surveys, web-based surveys, coding and data entry, data expansion and weighting, the issue of non-response, and the documenting and archiving of survey data. The book is an excellent introduction to the use of surveys for graduate students as well as a useful reference work for scholars and professionals.
