ABSTRACT
Identifying and assessing the ways in which changes in the marketing mix affect consumer behavior is key to a successful marketing strategy.
The Essentials of Marketing Research guides the student in designing, conducting and interpreting marketing research. This comprehensive textbook covers the full range of topics, including:
- Secondary research and data mining
- Internet marketing research
- Qualitative and exploratory research
- Statistical analysis
- Marketing research ethics
With learning objectives at the beginning of each chapter, a host of cases and a comprehensive companion website, this book offers a range of tools to help students develop and test their research and analytical skills.
TABLE OF CONTENTS
part I|38 pages
The Marketing Research Process and Decision Making
chapter 1|21 pages
Introduction to Marketing Research
chapter 2|15 pages
Ethics in Marketing Research
part II|52 pages
Secondary Data and Research Designs
part III|94 pages
Measurement, Data Collection, and Sampling
chapter 6|24 pages
Measurement
chapter 7|21 pages
Primary Data Collection
chapter 8|13 pages
Designing the Data-gathering Instrument
chapter 9|17 pages
Sampling Methods and Sample Size
chapter 10|17 pages
Fielding the Data-gathering Instrument
part IV|53 pages
Data analysis and Reporting
chapter 11|17 pages
analyzing and Interpreting Data for Decisions
chapter 12|16 pages
Advanced Data analysis
chapter 13|18 pages
The Research Report
part V|111 pages
Cases