Table of Content

1. Introduction to Marketing Research
2. The Marketing Research Process
3. The Marketing Research Industry
4. Defining the Problem and Determing Research Objectives
5. Research Design
6. Using Secondary Data and Online Information Databases
7. Standardized Information Sources
8. Observation, Focus Groups, and Other Qualitative Methods
9. Survey Data Collection Methods
10. Measurement in Marketing Research
11. Designing The Questionnaire
12. Determining How to Select the Sample
13. Determining the Size of a Sample
14. Data Collection in the Field, Nonresponse Error, and Questionnaire Screening
15. Basic Data Analysis: Descriptive Statistics
16. Generalizing a Sample’s Findings to Its Population and Testing Hypotheses about Percents and Means
17. Testing for Differences Between Two Groups or Among More Than Two Groups
18. Determining and Interpreting Associations among Variables
19. Regression Analysis in Marketing Research
20. The Marketing Research Report: Preparation and Presentation

Salient Features

• 11-step Process Approach to Marketing Research. Discusses marketing research as a step-by-step process.
• NEW! Marketing Research Association industry certification program for the Industry and other current information from Industry Practitioners.
• Management Perspective Throughout
• NEW! End-of-Chapter Cases: 1) Contains new cases designed to teach students to apply the knowledge they have learned in the chapter material and 2) Current examples relevant to marketing research are used to keep students’ interests high (i.e. Apple iPod™).