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Full Description
For courses in global marketing.
Marketing Research
The Eighth Edition of Marketing Research continues to provide readers with a "nuts and bolts" introduction to the field of marketing research. Intended for readers with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyze market data.
This new edition continues with the successful condensed and streamlined organization as the previous edition. An integrated case study throughout the text helps readers relate the material to the real world--and their future careers. All information has been updated to offer the most current insights on forces shaping marketing research, such as the impact of social media and mobile technologies.
Contents
Introduction to Marketing Research
The Marketing Research Industry
The Marketing Research Process and Defining the Problem and Research Objectives
Research Design
Secondary Data and Packaged Information
Qualitative Research Techniques
Evaluating Survey Data Collection Methods
Understanding Measurement, Developing Questions, and Designing the Questionnaire
Selecting the Sample
Determining the Size of a Sample
Dealing with Field Work and Data Quality Issues
Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses
Implementing Basic Differences Tests
Making Use of Associations Tests
Understanding Regression Analysis Basics
The Research Report
