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Marketing Research

Marketing Research

  • Alvin C. Burns
  • Ronald F. Bush
  • Ann Veeck
  • Author: Alvin C. Burns
    • ISBN:9789332584679
    • 10 Digit ISBN:9332584672
    • Price:Rs. 499.00
    • Pages:496
    • Imprint:Pearson Education
    • Binding:Paperback
    • Status:Available

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    The Eighth Edition of Marketing Research continues to provide students with a "nuts and bolts" introduction to the field of marketing research. Intended for students with no prior background in marketing research, the book teaches the basic fundamental statistical models needed to analyse market data.

    This new edition has been condensed and reorganized for a more streamlined approach. An integrated case study throughout the text helps students relate the material to the real worldand 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.

    Table of Content

    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

    Salient Features

    • 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.