Alvin C. Burns is the Ourso Distinguished Chair of Marketing and Chairperson of Marketing in the E. J. Ourso College of Business Administration at Louisiana State University.


Ann Veeck is Professor of Marketing at Western Michigan University.


Ronald F. Bush is Distinguished University Professor of Marketing at the University of West Florida.


 

1. Introduction to Marketing Research


2. The Marketing Research Industry


3. The Marketing Research Process and Defining the Problem and Research Objectives


4. Research Design


5. Secondary Data and Packaged Information


6. Qualitative Research Techniques


7. Evaluating Survey Data Collection Methods


8. Understanding Measurement, Developing Questions, and Designing the Questionnaire


9. Selecting the Sample


10. Determining the Size of a Sample


11. Dealing with Field Work and Data Quality Issues


12. Using Descriptive Analysis, Performing Population Estimates, and Testing Hypotheses


13. Implementing Basic Differences Tests


14. Making Use of Associations Tests


15. Understanding Regression Analysis Basics


16. The Research Report


 

• Influence of Social Media is based on research and discussion with marketing professionals to give students the latest information on industry practices regarding growing platforms.


• YouTube Examples give students a visual perspective and insights on the industry.


• Mobile Marketing Research allows students to grasp a rapidly expanding technology that's having a huge impact on the industry today, which provides faster access to information than traditional research methods.


• International Perspectives allow students to compare marketing research from around the globe.


• Presentation of Industry Data is featured in Chapter 2, which now provides an international perspective on marketing research practice.


• Presentation of Ethical Perspectives treats ethics the way they are treated in the industry, providing excerpts from the Code of Marketing Research Standards by the Marketing Research Association (MRA). This introduces students to areas of ethical sensitivity in the field to apply in their future careers.