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Full Description
Get the tools you need for effective market researchincluding Internet surveys!
The Marketing Research Guide: Second Edition is the newest edition of the Haworth marketing research classic that now includes Internet sources of data, Internet surveys, and an added advanced statistical analysis chapter. Step-by-step instructions take practitioners through the entire marketing research process. Worksheets, sample proposals, questionnaires, and a copy of a final report foster complete understanding of the tools and techniques of marketing research.
The Marketing Research Guide: Second Edition contains the accessible writing, comprehensive coverage of major topics, and helpful supplementary materials that made this book the sought-after classic in 1997 that was chosen for Choice Magazine's 34th annual Outstanding Academic Books (OAB) list. Marketing professionals now have an updated, essential guide through the complete marketing research process for the twenty-first century. Techniques and concepts are clearly explained and illustrative of the role marketing information plays in decision-making. Descriptions of the major forecasting, sampling, and analysis techniques are designed for optimum understanding without the reader needing to posess advanced mathematical expertise. Appendices include sample questionnaires and a sample marketing research report.
The Marketing Research Guide: Second Edition provides practical information on:
Internet sources of data and Internet surveys
advanced statistical analysis
decision-making information, planning, and forecasting
test marketing
developing valid and reliable measurement instruments
data-collecting methods
designing a questionnaire
determining sampling frame and selecting sampling method
data-summary methods and research reports
mail survey design and mailing procedures
full product testing techniques and procedures
The Marketing Research Guide: Second Edition is an essential reference for anyone who needs to review or find illustrative marketing research procedures and techniques. Managers will find this source invaluable as they negotiate, evaluate, and use marketing research as part of the decision-making process.
Contents
Preface
Acknowledgments
Chapter 1. Introduction to Marketing Research
The Marketing Decision Environment
Marketing Research
Marketing Research and Decision Making
Strategic versus Tactical Information Needs
Research for Strategic Decisions
Steps in a Marketing Research Project
Applications of Marketing Research
Marketing Information Systems
Summary
Worksheet
Chapter 2. Research Designs for Management Decisions
The Decision-Making Perspective of Research
The Research Design Decision Process
Types of Research Designs
Summary
Worksheet
Chapter 3. Experimentation
What Is Experimentation?
Terminology
Validity and Experimentation
Field versus Laboratory Experiments
Experimental Design Symbols
Ethics and Experimentation
Experimental Research Designs
Limitations of Causal Research
Ex Post Facto Research
Test Marketing
Summary
Worksheet
Chapter 4. Measurement
What Is to Be Measured?
Who Is to Be Measured?
How to Measure What Needs to Be Measured
Improving the Measurement Process
Developing Valid and Reliable Measurement Instruments
Summary
Worksheet
Chapter 5. Introduction to Data Collection
Sources of Data
Types of Data
Secondary Data Sources
Secondary Data Sources on the World Wide Web
Your Local Library
Uses of Secondary Data
Primary Data
Types of Primary Data
Methods of Collecting Primary Data
Procedures of the Communication Method
Personal Interviewing
Telephone Interviewing
Mail Surveying
Strengths and Weaknesses of Communication Methods
Procedures of the Observation Method
Summary
Worksheets
Chapter 6. Designing the Data-Gathering Instrument
Goals of a Questionnaire
Classification of Questions
Steps in Designing a Questionnaire
Summary
Worksheet
Chapter 7. Fielding the Data-Gathering Instrument
Planning
Guidelines for Interviewers
Interviewing Relationship
Interviewing Situation
The Actual Interview
General Rules of Fielding a Research Project
Errors in Data Collection
Types of Nonsampling Errors
Summary
Worksheet
Chapter 8. Sampling Methods and Sampling Size
What Is Sampling?
Sampling Decision Model
What Is a Significant Statistically Significant Difference?
Summary
Worksheet
Chapter 9. Analyzing and Interpreting Data for Decisions
From Data to Decisions
Data Summary Methods
Cross-Tabulation
Advanced Analytical Techniques
Summary
Worksheet
Chapter 10. Advanced Data Analysis
Marketing Research and Statistical Analysis
Hypothesis Testing
Measures of Association
Summary
Worksheet
Chapter 11. The Research Report
Types of Written Reports
Report Format
Oral Reports
Presenting Statistical Data
Summary
Worksheet
Chapter 12. Industrial and International Marketing Research
Industrial Market Research
Approaching the Industrial Marketing Research Project
International Market Research
Survey Data-Gathering Methodology Decisions
Type of Interviews
The Importance of Relevant Market Information
Chapter 13. Mail Surveys
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