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Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau
Edition 3ISBN: 978-0078028816Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau
Edition 3ISBN: 978-0078028816 Exercise 1
EXPERIENCE THE INTERNET. Go online to one of your favorite search engines (Yahoo!, Google, etc.), and enter the following search term: marketing research. From the results, access a directory of marketing research firms. Select a particular firm and comment on the types of marketing research studies it performs.
Explanation
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Using Google, enter "directory marketing research firms." The first entry is for the GreenBook, which is a print and online directory of research firms. The GreenBook enables searches by company name or services. Students' answers will vary depending upon the search engine they use, the search terms, and ultimately, the company they select to review. For this example, I searched Web surveys using GreenBook's services search. From there, I reviewed the services offered by Zoomerang. Zoomerang offers online survey software, sampling, and survey programming. It also manages a panel, hosts surveys, and can conduct online focus groups.
Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau
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