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Marketing Research, 2009 Ed

Based on the authors collective teaching experience of over five decades, the book reinforces the importance and relevance of marketing research through continually reminding students of its applications in the real world. In the new edition of the book, the authors have further incorporated the impact of the Internet and the latest advances in information technology on doing and using marketing research. The coverage is aimed at benefiting both potential research users as well as those who wish to consider marketing research as a career. Part 1: Introduction to Marketing Research1. The Nature and Scope of Marketing Research2. The Marketing Research Process3. Types of Marketing ResearchPart 2: Data Collection: Types and Methods4. Secondary Data5. Using Geographic Information Systems for Marketing Research6. Primary Data Collection7. Qualitative Research8. Experimentation in Marketing ResearchPart 3: Data Collection: Measurement Instruments and Sampling9. Measurement and Scaling10. Questionnaire Design11. Sampling FoundationsPart 4: Data Analysis12. Quality Control and Initial Analysis of Data13. Hypothesis Training14. Examining Associations: Correlation and Regression15. Overview of Other Multivariate TechniquesPart 5: Communicating with Research Users16. Presenting Research Results

Based on the authors collective teaching experience of over five decades, the book reinforces the importance and relevance of marketing research through continually reminding students of its applications in the real world.

Marketing Research

InMarketing Research,the authors offer undergraduate and MBA students a compelling introduction to the field with extensive use of global, technology, service, and small business examples. Distinctive features include integrated coverage of technology tools and statistical analysis, current research, and a strong focus on strategy. To reinforce the text's emphasis on technology, each new copy of the text can be packaged with SPSS software containing data sets—created by the authors—specifically related to examples and tutorials from the chapters on data analysis. Case in Pointsections appear after the introduction of each major topic to reinforce key information with detailed examples. Research in Useboxes provide a variety of interesting real-world examples—often featuring offbeat or unique scenarios—that in some instances have been researched firsthand by the authors. Chapter 5,Using Geographic Information Systems for Marketing Research,devotes special attention to an important tool used in contemporary marketing research.

This book is intended for students who are taking their first course in marketing research.