The Essentials of Marketing Research

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.

Autorentext

Lawrence Silver is Associate Professor of Marketing and Management at the John Massey School of Business, Southeastern Oklahoma State University, USA.

Robert Stevens is the John Massey Endowed Professor of Business at John Massey School of Business, Southeastern Oklahoma State University, USA.

Bruce Wrenn is the Colson Endowed Chair Professor of Marketing at the School of Business Administration, Andrews University, USA.

David Loudon is Professor of Marketing at the Brock School of Business, Samford University, USA.

Inhalt

Part I: The Marketing Process and Decision Making 1. Introduction to Marketing Research 2. Ethics in Marketing Research Part II: Secondary Data and Research Designs 3. Secondary Data 4. Research Designs: Exploratory and Qualitative Research 5. Research Designs: Descriptive and Causal Research Part III: Measurement, Data Collection and Sampling 6. Measurement 7. Primary Data Collection 8. Designing the Data-Gathering Instrument 9. Sampling Methods and Sample Size 10. Fielding the Data-Gathering Instrument Part IV: Data Analysis and Reporting 11. Analyzing and Interpreting Data for Decisions 12. Advanced Data Analysis 13. The Research Report Part V: Cases