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This book is aimed at providing students and corporate professionals with some understanding of the basic principles of marketing research. By setting the foundation of the necessary skills to conduct research in the market place, readers will learn how to gather valid information for better managerial decision-making.
While most books written on Marketing Research tend to adopt either an academically rigorous or generalist approach to the topic, Marketing Research for Beginners: A Practical Handbook targets readers who may or may not have any prior knowledge and experience with its requirements. Furthermore, it is designed to assist beginners in carrying out marketing research in a quick, dirty and painless way, especially for those who lack the motivation for it, but have been tasked to conduct some form of it. It uses a straightforward, direct and easy-to-follow writing style to discuss the common research woes that students, business executives and professionals face in the research process.
Its writing style and design are intended to maximize readers appreciation of research. A problemsolving approach through the use of in-case activities and questions is used to facilitate readers learning experiences. As a handbook for beginners , the content will not only help beginners get started with marketing research, but also provide step-by-step instructions to hand-hold them in their research.
Master organic chemistry with the help of this proven best-seller! John McMurry’s ORGANIC CHEMISTRY is consistently praised as the most clearly written book available for the course. In John McMurry’s words: “I wrote this book because I love writing. I get great pleasure and satisfaction from taking a complicated subject, turning it around until I see it clearly from a new angle, and then explaining it in simple words.” Through his lucid writing and ability to show the beauty and logic of organic chemistry, McMurry makes learning enjoyable. The highest compliment that can be given to a chemistry book applies to McMurry: It works!
Based on over 30 years of successful teaching experience in this course, Robert Pagano’s introductory text takes an intuitive, concepts-based approach to descriptive and inferential statistics. He uses the sign test to introduce inferential statistics, empirically derived sampling distributions, many visual aids, and lots of interesting examples to promote student understanding. One of the hallmarks of this text is the positive feedback from students — even students who are not mathematically inclined praise the text for its clarity, detailed presentation, and use of humor to help make concepts accessible and memorable. Thorough explanations precede the introduction of every formula, and the exercises that immediately follow include a step-by-step model that lets students compare their work against fully solved examples. This combination makes the text perfect for students taking their first statistics course in psychology or other social and behavioral sciences. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
This Asia Edition is published for the benefit of students and faculty in Asia. Content may differ from the US edition. This book may be paired with a recommended digital solution to enhance learning. Cengage Learning Asia reserves the right to refuse any product and/or technology assistance if this book is used outside Asia. Removing or altering the copyright information on this cover is prohibited by law.
This well-respected text introduces the theory and application of modern numerical approximation techniques to students taking a one- or two-semester course in numerical analysis. Providing an accessible treatment that only requires a calculus prerequisite, the authors explain how, why, and when approximation techniques can be expected to work-and why, in some situations, they fail. A wealth of examples and exercises develop students’ intuition, and demonstrate the subject’s practical applications to important everyday problems in math, computing, engineering, and physical science disciplines. The first book of its kind when crafted more than 30 years ago to serve a diverse undergraduate audience, Burden, Faires, and Burden’s NUMERICAL ANALYSIS remains the definitive introduction to a vital and practical subject.
Guiding students through a complete “life cycle of the firm,” ENTREPRENEURIAL FINANCE, 6e, introduces the theories, knowledge, and corporate finance tools and techniques an entrepreneur needs to start, build, and eventually harvest a successful venture. With a strong emphasis on sound financial management practices, the text explores how to secure financing, use business cash flow models, and strategically position the early-stage company. Students also learn how to effectively interact with financial institutions and regulatory agencies that can affect venture growth and enable liquidity for investors. Drawing on real-life entrepreneurial ventures and common financial scenarios, the authors include in-depth capstone cases, mini-cases, and examples that engage students and vividly illustrate such key concepts as venture capital funds, institutional investors, strategic alliances, the role of business angels, licensing agreements, and exit strategies.
The popular CONSUMER BEHAVIOR, 7E draws key concepts from marketing, psychology, sociology, and anthropology to present a strong foundation and highly practical focus on real-world applications for today’s global business environment. The new edition of this pioneering text incorporates cutting-edge research and current business practices, including extensive coverage of social media influences, increased consumer power, and emerging neuroscience findings. Students also examine controversies in consumer decision-making involving money, goals, emotions, charity, health, materialism, and sustainability. This edition increases its emphasis on social responsibility and ethics in marketing, examining both the dark side and constructive possibilities. With even more real-world examples and thought-provoking application exercises, including new opening examples and closing cases in every chapter, CONSUMER BEHAVIOR, 7E provides a thorough, yet engaging, guide to this essential subject.
About the Author
Wayne D. Hoyer holds the James L. Bayless/William S. Farish Fund Chair for Free Enterprise and is Chairman of the Department of Marketing. He received his Ph.D., M.S., and B.S. from Purdue University. His major area of study is consumer psychology and his research interests include consumer information processing and decision making, customer relationship management and new product development, and advertising information processing (including miscomprehension, humor, and brand personality). Dr. Hoyer has published more than 100 articles in academic journals, such as the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Retailing, and other marketing and psychology forums. His 1998 article on assortment perceptions (with Susan Broniarczyk and Leigh McAlister) won the 2003 Oâ€™Dell Award from the American Marketing Association. He has also been the Montezemolo Visiting Research Fellow in the Judge School of Business and is a Visiting Fellow of Sidney Sussex College at the University of Cambridge (UK). Dr. Hoyer has taught internationally at the University of Cambridge (UK), University of Mannheim, the University of Muenster, and the Otto Beisheim School of Management (Germany), the University of Bern (Switzerland), and Thammasat University (Bangkok, Thailand).
Deborah MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USCâ€™s Marshall School of Business. She received her PhD from the University of Pittsburgh. Her work focuses on the role of emotions in consumer behavior and branding. She has received the Journal of Marketingâ€™s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought as well as the Long-Term Contribution Award from the Review of Marketing Research. Dr. MacInnis has served as Co-Editor and Associate Editor of the Journal of Consumer Research and Associate Editor for the Journal of Marketing and the Journal of Consumer Psychology. In addition to co-authoring CONSUMER BEHAVIOR, she has several edited volumes on branding and has an upcoming book on developing, enhancing and leveraging brand admiration. She is former Treasure and President of the Association for Consumer Research and former Vice President of Conferences and Research for the American Marketing Associationâ€™s academic council. She is the winner of local and national teaching awards. Dr. MacInnis has also served the Marshall School of Business as Vice of Research and Strategy and Vice Dean of the Undergraduate Program. Her consulting includes work with major consumer packaged goods companies, business-to-business marketers and advertising agencies. She enjoys reading, walking, music, and drawing and adores her family and pets.
Rik Pieters is Professor of Marketing in the Tilburg School of Economics and Management (TISEM) of Tilburg University, the Netherlands. He received his Ph.D. in social psychology from the University of Leiden in 1989. Dr. Pieters believes in interdisciplinary work and that imagination, persistence and openness to surprise are a personâ€™s biggest assets. He has published more than 90 articles in marketing, psychology, economics, and statistics. His work has appeared in Journal of Consumer Psychology, Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science, and International Journal of Research in Marketing. Dr. Pieters has published in the Journal of Personality and Social Psychology, Organizational Behavior and Human Decision Processes, European Journal of Social Psychology, Emotion, Psychological Science, Journal of Economic Literature. His research concerns attention and memory processes in marketing communication and the role of emotions in consumer decision making. He has served as Co-Chair of the Association for Consumer Research annual conference and has co-organized special conferences on visual marketing, social communication, and service marketing and management. He has taught internationally at Pennsylvania State University; University of Innsbruck, Austria; Koc University, Turkey; and the University of Auckland, New Zealand. Dr. Pieters has been Strategy Director for National and International clients at the Prad/FCB Advertising Agency, Amsterdam office. He bakes bread, rides bikes, and drinks hoppy, fermented barley beverages, all except the first in moderation.
Over 500 data-based studies and years of field testing attest to the effectiveness of the microskills model in INTENTIONAL INTERVIEWING AND COUNSELING: FACILITATING CLIENT DEVELOPMENT IN A MULTICULTURAL SOCIETY, 9th Edition. This hallmark text enables students of many backgrounds to master basic skills in a step-by-step fashion, empowering them to use listening and influencing skills as they conduct full interviews. Students are challenged to re-evaluate their behaviors and perceptions, thereby gaining insight about themselves, their strengths, and areas where they can develop further. After finishing the text, students will have the ability to adapt their skills to address individual and multicultural uniqueness, conduct interviews using different theoretical approaches, and be well on their way to developing a personalized style and theory of interviewing and counseling. Neuroscience and neurobiology, and their applications to counseling, are clearly outlined throughout. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Essentials of Testing and Assessment: A Practical Guide for Counselors, Social Workers, and Psychologists$65.30
Comprehensive and easy to read, Neukrug and Fawcett’s ESSENTIALS OF TESTING AND ASSESSMENT: A PRACTICAL GUIDE FOR COUNSELORS, SOCIAL WORKERS, AND PSYCHOLOGISTS, 3rd Edition, introduces learners to the concepts and applications of assessment and testing. Case vignettes, samples of real tests, and additional activities and exercises increase understanding. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
From habituation, classical conditioning, and instrumental conditioning to stimulus control, aversive control, and their applications to the study of cognition, this learning and behavior textbook provides a comprehensive introduction to the elementary forms of learning that have been the focus of research for much of the 20th century. Applications boxes help you understand how findings from animal research relate to human learning and behavior, while neuroscience boxes offer you insights into the brain activity underlying learning. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
Take your students beyond the basics with the award-winning NEW PERSPECTIVES ON COMPUTER CONCEPTS. Designed to get all students up-to-speed on essential computer literacy skills, this market leading text goes deeper, providing students with the technical and practical information they need for academic and career success. NEW PERSPECTIVES ON COMPUTER CONCEPTS 2016 incorporates significant technology trends that affect computing and everyday life; such as concerns for data security, personal privacy, online safety, controversy over digital rights management, interest in open source software and portable applications, and more. In addition, coverage of Microsoft Windows 8 and Office 2013 will introduce your students to the exciting new features of Microsoft’s next generation of software. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.